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djakuza's picture

greatest campaign i've ever seen...
...in my badest dreams!!!!

djakuza
Activity Score 517
Art Director
chinaski's picture

what's this? die hitlerjugend?

chinaski
Activity Score 951
Copywriter
Slashh's picture

So are they saying the chips will give them color, or the chips will take away my color and make me like them?

Slashh
Activity Score 294
Copywriter
miko1aj's picture

Old one. But still one of the best i've ever seen in this category (agree with djakuza). Really gorgeous!

miko1aj
Activity Score 3086
Have Heart's picture

Wow, this is even harder to get than someone speaking chinese backwards. Not the worst achievement.

Have Heart
Activity Score 922
Art Director
miko1aj's picture

C'mon! this is about GOLDEN SKIN. It's not chinese, it's smooth and very subtle.

miko1aj
Activity Score 3086
Have Heart's picture

I see people with very white skin in an ad for "Golden Skin". Now what's the deal?!

PLEASE, explain it to me!!!!!!!!!!!

Have Heart
Activity Score 922
Art Director
miko1aj's picture

The idea was inspired by the name Golden Skins: the idea revolving around the contrast between the subjects in the ads and the product name. "We thought the idea of using people with pale skin was very simple and would make an interesting photographic project," explain Todd and Scholes. "Just very pale-skinned people eating the product, nothing else: no headline. no copy, no endline, no logo, no web address. We were really intent on keeping the imagery pure and clean. In fact, the pack itself is the headline: hopefully this would make it stand out from the clutter. Because the idea was so simple, a lot relies on the execution. It had the potential to be a real exercise in craft - casting, styling and re-touching would be crucial. We thought it would be a great project for a photographer to really get their teeth into.

taken from CREATIVE REVIEW

miko1aj
Activity Score 3086
Have Heart's picture

Aha?! So it's just that they thought it would "look interesting"?! Well, then next time I throw a melon out of the window, photograph it and make an ad for, let's say, light-bulbs with the image. Just because it looks interesting...

Sorry, but to me this is pure bullshit. It's like a black dude advertising a white pencil or something. Senseless.

Have Heart
Activity Score 922
Art Director
miko1aj's picture

:)
de gustibus non disputandum est.

In fact i like the idea, that plays on taste, mood, not literature. It's weird, true, but try Your melon option, and make such an impression as this ad do. It's not so easy, HaveHeart.

miko1aj
Activity Score 3086
mariayya's picture

yeah, good for a photo exhibit but it´s not advertising-

mariayya
Activity Score 150
Copywriter
Goldencanine's picture

Forget it.

Goldencanine
Activity Score 64
Other
Have Heart's picture

Otherwise I can't sleep tonight.

Common, show me heaven!

Have Heart
Activity Score 922
Art Director
Bauducco's picture

Very good idea...

...NOT!

Bauducco
Activity Score 297
Copywriter
justpassingby's picture

so only white people can eat it? Considering this is for the UK public (not many white people left, theyre all in Spain, Cape Town or Dubai) theyre not gonna see their profits go up much

justpassingby
Activity Score 1368
Other
ellehcimeo's picture

His hand is HUGE. what is up with that?
I laughed at the "ginger boy" title. Reminded me of the South Park cartoon.

ellehcimeo
Activity Score 3376
Art Director
Jamesn's picture

Brave client. I love it for that at least. And the photography.
Shame Golden Wonder went bankrupt shortly after - not that I'm blaming the ad for that!

http://www.benandjames.blogspot.com/

Jamesn
Activity Score 8
Copywriter
Jamesn's picture

Oh, and 'not many white people left' in England?
What is this, Daily Mail Island?

Jamesn
Activity Score 8
Copywriter
TopJeff's picture

After reading the description of the thinking behind this ad, I can see what they were going for, and I also applaud a client willing to take a risk with an ad, but this does not make me want to buy and consume the product at all. By that most basic measurement of an ad, I have to give it a failing grade.

Jeff

---------------------
TopCreatives, the premier online community for creative pros.
$2500 Logo Design Challenge, now accepting submissions.

TopJeff
Activity Score 479
Marketing Manager
sloppy4's picture

i can't comment on this ad today. i'm too excited about the new harry potter movie opening today.

sloppy4
Activity Score 1492
ellehcimeo's picture

LOL! Thanks for that! Awesome comment! ;)

ellehcimeo
Activity Score 3376
Art Director
A. J. SMITH's picture

Hmmm

I know everyone's blowing their bones about this ad, and it looks like the sort of ad that wins 'awards', but to me it isn't selling the crisps.

What is the message? all I'm getting is new golden skins, pale topless boy with dark red hair, looks like the photo was a left over from a playstation ad... nope. Nothing.

Poor ad.

-----------------------------
'Say it right, then say it great' - Hey Whipple! Squeeze this!

A. J. SMITH
Activity Score 2822
Vicky's picture

I like It. Very Much. Is like a Benetton ad for chips.

Vicky
Activity Score 375
Creative Director
mariayya's picture

sorry, but, NO IT´S NOT.
Benetton ads were about contrasts and integration between different races. This is a white boy eating chips!!!!

mariayya
Activity Score 150
Copywriter
A. J. SMITH's picture

Well said.

-----------------------------
'Say it right, then say it great' - Hey Whipple! Squeeze this!

A. J. SMITH
Activity Score 2822
Dalbir Singh's picture

Wow, didn't know we have so many creative director candidates commenting on this ad. sburns4, in the movie harry potter dies in the end....lol

Dalbir
www.AdOfDaMonth.com

Dalbir Singh
Activity Score 552
Creative Director |

Dalbir
www.FaceBook.com/KissFilms

gabrielrodz's picture

Am I the only one that thinks that the picture is bad too? Look at the shadows, the tone, it's horrible.

So, they didn't sell the product; they didn't "make an interesting photographic project", it's not a good execution; the retouching is horrible, the hair is too magenta, there's magenta spilled all over the shadows and midtones (look at his ears, cheeks, mouth)... What the hell were they paid for? Together with Wal-Mart's one of the worst ads I've ever seen.

gabrielrodz
Activity Score 48
Art Director
Besha's picture

Wow !!!Around 20 comments, if what they wanted was attetion...they got it!

Besha
Activity Score 295
Art Director
Jet Propulsion Lab's picture

There you go.
People are talking about it. The best advertising you can find!

Jet Propulsion Lab
Activity Score 10679
Copywriter
mariayya's picture

disagree... we are discussing because we are TRYING for it to make sense because we WORK in advertising. I bet consumers will see, again, just a white boy eating chips and will turn the pag in miliseconds.

mariayya
Activity Score 150
Copywriter
Joe76's picture

I agree.

Joe76
Activity Score 762
Art Director
Joe76's picture

I mean... with you :)

Joe76
Activity Score 762
Art Director
Jet Propulsion Lab's picture

Although not in total support of this ad, I think it accomplishes what it set out to do.
I've been in the business for some time now and I've observed and learned that not everything HAS TO make sense in advertising. ESPECIALLY when you're talking about fashion, entertainment and of course consumer packaged goods (most notably alcoholic beverages).
I've read the thinking behind this work in the above post, and while it sounds like a bunch of bullshit, there is a marketing rationale behind it when you think about it. I usually don't tolerate ads without a concept. But I also understand every marketer does not (and sometimes need not) opt for a cerebral message in their communication. All they're interested in is to create a "scene". A car accident.
And while I'm at it, I totally disagree that the viewer will turn the page in a "millisecond."
Because of the stark look of the ad, because of the unusualness of the subject and because it doesn't look and feel like an "ad", it engages the viewer and quite possibly the product name may stick with him/her. I've also read in the trade that this campaign registered with the audience, stirring up quite a controversy, which takes me back to what I said in the very beginning. It probably did accomplish what it set out to do in the first place. It has a huge gossip-value attached to it. I'm all for analyzing and dissecting an ad. It's fun. But sometimes it's good to just turn off your brain and realize what you see is no more or no less. What does it taste like? Is it a health food? Is it a kids' snack? You know, sometimes none of that really matters. I understand you WORK in advertising and that you're TRYING to figure out how this can be. But the truth is sometimes it's probably best if you just let it go. And quietly wipe your ass while you're at it...

p.s.
It's a shame if, like Jamesn says, this client indeed went out of business after they ran these ads.

Jet Propulsion Lab
Activity Score 10679
Copywriter
Blahg's picture

Creepy looking boys don't make me hungry... had these been corn chips I would have assumed it was a Children of the Corn reference.

Blahg
Activity Score 616
Copywriter
Rog's picture

Ideas that polarise like this tend to work their bony white asses off.
I hope the Brand marketing manager is reading all this. ;)

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

tantrik_indian's picture

I won't buy the chips. Even the pack is bad.
~~be cool eh!~~

tantrik_indian
Activity Score 953
Copywriter |

~~this paranoid survived!~~

mayhem's picture

I don't think you're their target audiences anyway. The ad was created for the UK market. Not India.

mayhem
Activity Score 126
Art Director
Have Heart's picture

I'm still not a fan of it. This ad tries to jump on the PS2 train, but for the product it simply doesn't work. I also think the look is by far not stunning enough for a "concept" like this.

Have Heart
Activity Score 922
Art Director
doworkson's picture

i agree with have heart. this ad falls flat between trying to get a laugh and being weird. It's too weird to get a laugh and too weird to make me want to eat chips. I want to know one person who after seeing this ad was interested in this brand of chips or even just somewhat hungry for a bag of chips. if anything this ad makes me want to hit the beach and get some sun.

doworkson
Activity Score 242
Copywriter
end u's picture

yes, i get u doworkson.this print ads i think is too simple then just to communicate to youngest target market.as simple as boy mind of view,its brings a lot of critism to discusss.whithout clear copy,and the relationship between a boy whitout a shirt hold snack...there's also not clear.

end u
mandyz's picture

can you please tell me what is wrong about this ads with detail?

mandyz
ivan's picture

In my personal opinion. Nothing wrong with it at all. It's great. Creative, attractive and memorable. I love it.

ivan
Creative Director at Ads of the World
BJ's picture

it is a eye catching memorable ad. Which got awards for it photography. Its good!

BJ
Activity Score 102
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