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Rabbit

Campaign
Agency Network: 
Published/Aired: 
July 2009
Lazer Print Ad -  Rabbit

Also From This Campaign 2

Description

Print advertisement created by Duval Guillaume, Belgium for Lazer, within the category: Personal Accessories.

Caption

New Tardiz bicycle Helmet. Designed to make you faster.

Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Director: Geoffrey Hantson
Art Directors: Carsten Van Berkel, Stefaan Leendertse
Illustrator: Philippo Comarella
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Highest Rated

elyoshiro's picture

bad,

elyoshiro
Activity Score 546
Creative Director at Dir. Creativo Digital |

www.yoshirosans.blogspot.com

Guest's picture

more faster and killer!!!
bad, very bad!!!!

Guest
wildbore's picture

Mr.Geoffrey Hantson who is your Drug dealer?!

wildbore
Activity Score 749
Creative Director at - - -
Guest's picture

Horrrrrrible

Guest
Guest's picture

callate culiao

Guest
Guest's picture

Que sos cordoooobes? O Santiagueño?

Guest
Guest's picture

Santiagueño?

Guest
HappyHour's picture

a helmet to make you faster? i feel that this is off by just a hare...

I HAD TO I'M SORRY

HappyHour
Activity Score 2381
Guest's picture

Call PETA now!

Guest
Guest's picture

The bike is doing the work here, not the helmet. It will seem better I think if the animal was closer to the head. A bug or a bird maybe.

Guest
elyoshiro's picture

bad,

elyoshiro
Activity Score 546
Creative Director at Dir. Creativo Digital |

www.yoshirosans.blogspot.com

Guest's picture

make me feel sick :(

Guest
Joao Miguel's picture

absolutely terrible

Joao Miguel
Activity Score 10
Production Manager at Imaginera
Guest's picture

i like one

Guest
everartz's picture

come on guys! look at it as an ad only and throw the saw series movie outta your mind!
this is just fun.. there is no blood drops here.. its just fun ;)

everartz
Activity Score 7613
Art Director |

| everartz |

Ad_Man's picture

It's fun but it's not a good ad. A helmet that makes you faster? Really?

Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

mmackinven's picture

If you understood anything about aerodynamics, then you wouldn't be saying that.

Helmet design can make you a fraction faster, and most of the time, that fraction can help you win!
Yes this idea is exaggerated, but that's what makes advertising fun :D

mmackinven
Activity Score 1608
Art Director at Freelance |

www.mackphotography.co.nz

Ad_Man's picture

So that fraction faster would tear a bunny apart? I know exaggerations are part of the advertising world, but come on!! This is a freaking helmet not a turbo compressor.

Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

everartz's picture

guys your just making a big thing out of it! remember the cartoons of tom and jerry, bugs bunny and stuff? how exaggerated things were there? they shot each other brutally with guns for example and created holes all over their bodies where the water dropped out just like a fountain! and guess what ... we all laughed our asses out!
i guess this campaign is meant to give something like that.. but using an advanced illustration technique if i may call it...
your supposed to look at the ad and laugh not say oh dear whatta fuckin accident these bikers are reckless!

everartz
Activity Score 7613
Art Director |

| everartz |

Ad_Man's picture

This funny for sure. Also, an interest approach. But man, we're talking about bike helmets!

Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Guest's picture

yeah and skittles are just candy, they're not made by people who can turn things into candy by touching them. Come on man.. If you want to see realistic shit, watch a BBC documentary!

The Helmet makes you go faster. aerodynamics make you cut through your traject.
I'm not saying this is the best ad ever, I like it. But it's great people who don't understand cycling sports don't get it...it prooves that this ad is really aimed at it's target, and not the waste around it.

Guest
Guest's picture

"...it's great people who don't understand cycling sports don't get it...it prooves that this ad is really aimed at it's target, and not the waste around it."

I hate dumb replies like this one. There's nothing complicated about the ad, nor is the message technically specific or complicated.
People are just saying it's in poor taste. Except of course if bikers have a different code.

We laughed at Tom and Jerry cartoons cause no one was trying to sell us anything. Imagine Jerry smashing Tom's head with a hammer, (huge bump, twittering nest of birds and all) and then it turns out to be an ad for a hammer!
Also, we were 7 then.

Guest
prabhath's picture

Its not fun actually. A speed helmet makes the rider faster, that's also true. But it's a dynamic fact & not about slicing the animals.
very poor thought. very poor application.

prabhath
Activity Score 60
Art Director
Guest's picture

who wanna kill innocent animals... even bike racers dont wanna be this fast

Guest
Guest's picture

it's provocative.

Guest
Guest's picture

bad anatomy of the poor animals...q:

Guest
Both Sides of the Brain's picture

What kind of brand/man would want to hurt an animal for those that extra foot per hour? Shows the product in very poor light.

Both Sides of t...
Activity Score 173
Copywriter at Bombay
Guest's picture

looks more like tyre blades

Guest
Emran Hayat's picture

is this a halmet or bloody NOS ? going 0-100mph in 3.5sec... sorry... it didnt work for me

Emran Hayat
Activity Score 832
Art Director at IAL Saatchi & Saatchi |

Creativity is a natural extension of our enthusiasm

jai hind's picture

horrible, horrible, horrible

jai hind
Activity Score 356
Art Director |

jai hind
art director

tamer samy's picture

disgusting..

tamer samy
Activity Score 681
Photographer at LEAP STUDIOS |

TAMER SAMY
www.leapstudios.net

Guest's picture

well i think it wont sell the product
i feel that the agency had a big fight with the client because they want to do something different as an agency
but marketing wise i am not sure if this idea will sell the product

Guest
shahidali's picture

poor me, i didn't get the joke. i still don't. oh no !!!

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

NastyJester's picture

Let's not waste time arguing about animal cruelty... the issue here is ad cruelty.

NastyJester
Activity Score 740
Copywriter
Notorious's picture

stupid ad - pretty disgusting..

Notorious
Activity Score 666
Other at Freeman Advertising |

outsmart me, if you can

Guest's picture

Kampung banget sih

Guest
alexander_bickov's picture

Where is a blood? :)

alexander_bickov
Activity Score 3279
Guest's picture

Might want to call it something other than "Tardiz", since "tardy" and "tard" are the root of many words meaning "late" or "slow" in Latinate languages.

I'd expect the target audience for such a product to be very concerned with racing. After all, who else is so interested in decreasing wind resistance that they'd invest in an especially aerodynamic helmet, unless their goal is to get that extra fraction of a second? So instead of bisecting animals, maybe they should do something that suggests the helmet helps you win a race. The rabbit-chopping thing just seems like an overpromise, and irrelevant to the interests of the target market.

Guest
valayamadvertising's picture

fast n excitment missing - ending with sorrfull climax
sagar
www.valayam.com

valayamadvertising
Activity Score 244
Creative Director at VALAYAM CREATIONS |

www.valayam.com, www.valayam.com/blog

Guest's picture

Snuf ad. Horrible. I'll never buy Tardiz products. this goes beyond limits of bad taste.

Guest
Guest's picture

Associate your product with dissecting cute animals? Really?

Guest
joelapompe's picture

I've seen it before. And now I found it!!!!!
http://www.joelapompe.net/2009/10/05/cut-the-crap-la-ressemblance-qui-...
It was a New York Festivals Finalist

joelapompe
Activity Score 3853
Chopper's picture

When will we see children crossing?

Chopper
Activity Score 1015
Guest's picture

I think this is a really nice idea.

Guest
Ohkamp's picture

Interesting idea. Smart choice to illustrate instead of photograph.

Ohkamp
Activity Score 228
Creative Director at Lowe Roche, Toronto
Guest's picture

horrible !!!

Guest
Guest's picture

maybe is a intelligent idea for Hannibal... not funny... not nothing

Guest
Guest's picture

Great ad. If the helmet is designed to decrease air resistance that´s what´s communicated.
Less air resistance = Faster.
The reason to buy the helmet is the above. Rest is core advertising = Dramatize the value.

J

Guest
Guest's picture

I don't get whay everybody is discussing this add lika that. don't disect the idea like that (sorry bad pun)
When I saw this, the thing that came up to me was:"....sssWOOSHh...." a bike that past me so fast I didn't even get to se it.
People, please, feel ads, don't study them.

Guest
Guest's picture

Wow, with all the comments posted - I'd say this ad has done it's job right.

Guest
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