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Agency Network: 
Published/Aired: 
April 2013
Getty Images Print Ad -  Ali

Description

Print advertisement created by BBDO, Brazil for Getty Images, within the category: Professional Services.

Caption

We have 7,267 photos of Muhammad Ali.
Please, stop using this one.
Getty Images

Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Luiz Sanches
Creative Directors: Luiz Sanches, Marcos Medeiros, Andre Kassu, Renato Simões
Art Directors: Guiga Giacomo, Marcos Kotlhar
Copywriter: Ricardo Wolff
Image: Getty Images
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Highest Rated

alex razzaghi's picture

I want more. It better not be one good one and a couple of whatevers.

alex razzaghi
Activity Score 243
certaintly's picture

doesnt work for me.

mostly because it's just not creative (unless there's some reference im missing, because honestly i dont recognize the photo - and even that in itself would make this a bad ad since it's referring to an overly used photo)

also doesnt work because theyre using the photo when telling people not to use it.

certaintly
Activity Score 3994
Emanresu's picture

You have never seen this photo before? Do you live in the U.S.?

Emanresu
Activity Score 2148
Graphic Designer at Apparel design.
TheSmirkingFox's picture

"also doesnt work because theyre using the photo when telling people not to use it."

Oh Gods, please tell me you don't work in advertising.

TheSmirkingFox
Activity Score 145
Planner
dsklan's picture

but thats exactly the point...

dsklan
Activity Score 1926
Art Director at homeshop
certaintly's picture

i love when people insult instead of actually providing an argument.
They're using a visual recourse, the same visual recourse theyre telling other people not to use in their ads. that's just dumb and as lazy as all the other people who are using this 'overused' visual recourse.

what it needs is something creative, some kind of twist. like say maybe it's ali that's knocked out in the picture? that way the message is ingrained into the recourse and it's no longer just a cheap, lazy trick.

you might think this is a powerful ad just because it looks right. it's in black and white, it's a powerful, iconic photo, and it has a short, well placed message.

certaintly
Activity Score 3994
mr.x's picture

The second line is the twist.

mr.x
Activity Score 998
Forsbergs Skola
certaintly's picture

because theyre using the image theyre telling others not to use? it may be a twist, but it doesnt say anything.

if ali was knocked out or maybe his arms were dropped down and his face drained, it would say something like ¨people overused this image so much it´s lost its impact¨
just thinking out loud here, but at least that says something. what does using an image and then telling people not to use it say?

certaintly
Activity Score 3994
mr.x's picture

Your idea would be a good ad for Adobe Photoshop, because the message would be different, you'd be promoting retouching skills with a well known photo. The message here is that they have a lot of photos of Ali. And they've added a smart and funny little twist. The target group are us creatives, and therefore I think it hits the spot just right.

mr.x
Activity Score 998
Forsbergs Skola
gelister's picture

This is a great ad. Why? Because the audience who uses Getty Images gets it. Photo editors, art buyers, designers and other editors are already thinking about the next time they need a picture of Muhammed. And this image is iconic and used all the time. The fact that you haven't seen it is a little odd, and more than likely you have simply forgotten about it.

You're idea to photoshop the image? The biggest buyers from Getty are newspapers and magazines. Guess what the number one thing that will get you fired in photojournalism is?

Just because it doesn't work for you doesn't mean it is a bad ad, it means you're not the reason this ad exists.

gelister
Activity Score 4
certaintly's picture

"Photo editors, art buyers, designers and other editors are already thinking about the next time they need a picture of Muhammed. And this image is iconic and used all the time."
so why stop using it?
it's iconic for a reason.

this is lazy creative.

certaintly
Activity Score 3994
morse's picture

Smart! :)

morse
Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Bill B's picture

I like it. Very well used the resource.

Bill B
Activity Score 106
Copywriter
wave's picture

well sure, this picture must only use the AlmapBBDO, say 400 times?? this is not advertising!!!

wave
Activity Score 471
Owolawi's picture

Awesome on all counts...applauding like a crazy monkey!

Owolawi
Activity Score 1534
Copywriter at DDB |

www.owolawi.com

nisalooo's picture

it doesnt seems like you al hav 7267 pictures of Muhammad Ali. L A M E.

http://www.gettyimages.com/Search/Search.aspx?contractUrl=2&language=e...

nisalooo
Activity Score 2
Art Director
Alfred Lover's picture

Yeah. Ad is fake

Alfred Lover
Activity Score 147
Ndiazfuentes's picture

Actually, it isn't fake. I assume you don't use Getty much. Public personas don't usually allow images of themselves to be used for commercial purposes unless you pay huge licensing fees. Hence, pictures of these people are released under editorial licenses, which can be used by news publications. If you tick the editorial box, you will find there are 8,076 results. I suppose about 1000 of those are other people at Ali events or the Ali mosque. As internet-dweller might say: "Lrn 2 Getty".

http://www.gettyimages.com/Search/Search.aspx?query=z.i.H4sIAAAAAAAEAO...

Seriously, though, it worries me that professionals in the advertising realm don't know about image licensing. Tread carefully, guys.

Ndiazfuentes
Activity Score 2
Web Designer/Developer
goldi's picture

nice!

goldi
Activity Score 346
General Manager
haole's picture
haole
Activity Score 121
Art Director
kleenex's picture

I like the concept.

kleenex
Activity Score 52582
Web Designer/Developer
andylefty's picture

Love it.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
sebastien_wilcox's picture

This totally work for me. Super smart.

sebastien_wilcox
Activity Score 2
Mr.Yoda's picture

It's good, but seems like the first idea they had

Mr.Yoda
Activity Score 16
Creative Director
alex razzaghi's picture

So good

alex razzaghi
Activity Score 243
alex razzaghi's picture

I want more. It better not be one good one and a couple of whatevers.

alex razzaghi
Activity Score 243
emiliodisi's picture

simple y directa, esta bien. me gusta

emiliodisi
Activity Score 31
Art Director
tytycadet's picture

It's clever. It may be a first thought, but I guess that's the point, we always go to the obvious because people will recognise it. Although in advertising if we want people to get it in 3 seconds aren't we drawn towards the cliche? If we choose something less well known will people get the idea? Or is that the idea, to get people to realise it's something they know without realising ...

tytycadet
Activity Score 51
Art Director
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