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Zen Garden

Campaign
Agency Network: 
Published/Aired: 
April 2012

Description

Print advertisement created by DDB, South Africa for HTH pool care, within the category: Professional Services.

Caption

Don't give up

Advertising Agency: DDB, South Africa
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kalankji's picture

things look so good without the product... therefore product wins.... very positive very nice..

kalankji
Activity Score 229
Slick Vic's picture

I agree if it is a service or call to action but, it needs to be featured especially if it is a tangible product product placement is key in your layout! It needs to blend in the visual. Have you got any examples?

Slick Vic
Activity Score 4
Web Designer/Developer at The ViZion Communications Group
Hadrons's picture

Funny that all options go: with or without...
I like the zen. :-)

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

salil.sharma's picture

This is POOL?
Its not COOL

salil.sharma
Activity Score 2471
Creative Director at India |

Designer Don't Do Different Things
They Do Things Differently

somecopywriter's picture

Really salil? You proud of that comment?

somecopywriter
Activity Score 1113
Copywriter at Boomtown
10pencils's picture

@ somecopywriter: Ahahahahaha!

10pencils
Activity Score 148
Copywriter at Noah's Ark, Lagos, Nigeria
alausa's picture

Sharma the rhymer. "Very good as per comment as per copy per creative, good good".

alausa
Activity Score 1420
Creative Director at Noah's Ark
Shawali's picture

You forgot the ALL CAPS part =)

Shawali
Activity Score 8442
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

Slick Vic's picture

There is a nice realistic finish to it that makes one think of the opposite. It just needs another dramatic element to it!l Maybe a pack shot next to the pool for product placement so as to emphasize the products quality/strength/intrinsic.

Slick Vic
Activity Score 4
Web Designer/Developer at The ViZion Communications Group
everartz's picture

some visuals really can do without the copy, some need little copy to help, some visuals are really not gonna make it even with a copy like this one.

everartz
Activity Score 7613
Art Director |

| everartz |

Wordfruit's picture

I'm guessing the idea is that the pool owner decided taking care of the pool was too much hassle. But I don't think this is communicating that idea clearly enough. I think the trampoline does it a little better.

Wordfruit
Activity Score 1023
karruza's picture

maybe need an additional indicator like inflatables on the side or the middle of the pool? just to clarify some audience that this used to be a pool.. just imho

karruza
Activity Score 288
bate_palmas's picture

I'm sorry, but I don't really get this at all. I grew up with this brand, and I can't understand how chlorine can make this happen (by any creative stretch). What am I missing here?

bate_palmas
Activity Score 1479
Shawali's picture

The line is "don't give up" and the visual shows what happens when you give up on taking care of your pool. In this case, you turn is into a zen garden.

Shawali
Activity Score 8442
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

bate_palmas's picture

Yeah that's what I thoughtm but a Zen garden is quite a nice thing to have. So how does this make me want to buy chlorine. Kinda makes me not want to buy it, so I can have that zen garden.

bate_palmas
Activity Score 1479
alausa's picture

Yup, the alternative is too cool.

alausa
Activity Score 1420
Creative Director at Noah's Ark
Shawali's picture

yup, that's the weak point of that campaign... A pool filled with nuclear waste or occupied by crack addicts or whatever would have been cooler.

Shawali
Activity Score 8442
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

bate_palmas's picture

Yup. Ad fails.

bate_palmas
Activity Score 1479
gioborde's picture

@Bate_palmas, Alusa, Shawali: What tree did you fall from? So it´s ok for country chicken to taste like gourmet fish? I´m not liking the ad, but it´s way better than your rationale.

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

gioborde's picture

@Bate_palmas, Alusa, Shawali: What tree did you fall from? So it´s ok for country chicken to taste like gourmet fish? I´m not liking the ad, but it´s way better than your rationale.

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

bate_palmas's picture

The fish thing you're talking about sounds vaguely familiar. Not sure what's wrong with my rationale here. Sorry dude.

bate_palmas
Activity Score 1479
gioborde's picture

Very simple, you buy chicken, you expect it to taste like chicken!!!, My point is, It doesn´t matter how nice the zen garden might be, it´s not a swimming pool. which is obviously what the person would expect. This ad shows the consequence in a more creative way IMO, Im not thrilled about it, but it doesn´t fail. And it definitely doesn´t make me "NOT want to buy chlorine to get a zen garden" (that´s where i think your rationale fails)

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

bate_palmas's picture

I can't remember the chicken thing you're talking about bro.

Anyway, I wasn't saying the consequence shown is not creative or anything, and when I said "NOT want to buy chlorine to get a zen garden" I'm exagerrating dude.

IMO - the ad fails because the alternative is too appealling. That's all. I just don't think it's working hard enough. If the alternative had been, like, the pits of hell or something I'd say the ad had more gravitas.

bate_palmas
Activity Score 1479
Viranica's picture

hahaha funny and clear.
I love all the versions.

Viranica
Activity Score 230
Copywriter at Y&R, Jakarta
jamesmonroe1's picture

I found it quite a waste to fill an inground pool with sand, but the effect it creates was really quite zen-like. Probably one minor touch that could be done to this sand pit is to build something that would erase the presence of the footprints after the person has created the rings around the 2 boulders.

jamesmonroe1
Activity Score 3
Graphic Designer |

James Monroe

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