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Leg

Published/Aired: 
May 2016
 Leg

Description

Copywriters: Jorge Falcón, Andrés Pedraza.
Photographer: Leon Chiprout.

Caption

Brasso, cleans metals.
Polishes and brightens metals and chrome surfaces.

Advertising Agency: JWT, Mexico
Creative Directors: Alvar Suñol, Manolo Techera, Alvaro Zunini, Santiago Chaumont
Art Director: Manolo Techera
Producer: Mayra Brito
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Wild's picture

Very cool.

Wild
Activity Score 14
Copywriter |

Grande

Rog's picture

Not...quite...getting it.

Rog
Activity Score 6080
Copywriter |

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

Rog's picture

Juuuuuust got it! :D
Very agree, Wild!

Rog
Activity Score 6080
Copywriter |

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

Bundy Agency's picture

oh i get it shes a stripper with a shiny pole,
do you think regular pole shining people will get this

Bundy Agency
Activity Score 597
Art Director
A. J. SMITH's picture

I would love it if this was a scratch and sniff ad, it would have that baby oil/cheap perfume smell that strip joints and brothels always seem to have. Cool.

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

Great Campaign, although i think it's maybe too smart for the target.

lchiesi
Activity Score 128
Copywriter
Rog's picture

Handy men around the house would get it.
They certainly wouldn't mind taking the time to figure it out.
Female home makers, on the other hand...ouch!

Rog
Activity Score 6080
Copywriter |

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

gluebrand's picture

I got it first look. Which is worrying. Great campaign though.

gluebrand
Activity Score 119
Creative Director
Black Pencil's picture

The out-of-focus pole in this ad helps piece the puzzle together. But a toughie to understand otherwise, I think.

Black Pencil
Activity Score 50
Copywriter
otto54's picture

10 min to understand but very nice idea

otto54
Activity Score 381
Art Director |

----------------------------
Advertising pass, pasta remain...

marco's picture

Do you all actually believe that consumers who ACTUALLY buy this product will like the ad?

I could be wrong in this, but do men buy Brasso more than woman do? I don't think so;
so how is this appealing to the main consumer whom i'm sure are woman?? Like half your mums?

marco
Activity Score 118
Other
kre8's picture

who invited the suit?

it's a creative ad. this is a creative site. it communicates the benefit of "makes things shiny". job done.

dont you have a client to go and schmooze?

:)

kre8
Activity Score 989
Copywriter
PaulyG_fill in the blank's picture

I agree with you partially. But I think that as an advertising site, AOTW should expect more from us than simply commenting on the pure creativity behind an ad. We should also be able to comment on whether or not the ads are effective at reaching the target audience, ultimately encouraging them to make a purchase. This ad fails at that. Advertising is about much more than stretching our creative wings. Otherwise, it would simply be called 'art'. But to say 'job done' is a farce. If it's not getting my mom to open her purse, then this is certainly not done.

PaulyG_fill in ...
Activity Score 1148
Copywriter
kre8's picture

oh dear, we're being invaded...

kre8
Activity Score 989
Copywriter
PaulyG_fill in the blank's picture

ha, I'm actually in creative, and very good at it because I understand advertising. And the fact that you don't see what I'm saying shows that you don't. Otherwise you'd know what our goal is - to give clients a return on their investment in a creative way. But being creative with no benefit to the client that's paying you is not advertising. It's called sitting in your basement working on really creative work, but wondering why no agency's are calling. Label me a suit all you want, but I would hope that you have something a little better than that, you creative guru you. What agency are you with again?

PaulyG_fill in ...
Activity Score 1148
Copywriter
kre8's picture

no agency you would know...
im a junior suit trying to make it in the finance department.
my previous experience includes stints in media and brand planning.
like you, i feel the need to actually prove how good i am.

kre8
Activity Score 989
Copywriter
PaulyG_fill in the blank's picture

i'm not trying to prove anything man. I made a comment above and you responded by calling me a suit, which as you'll know in the creative department is an insult. I don't like arguing in here, but i'll certainly stick up for myself. And I don't understand why you'd be calling people suits anyhow if you yourself are a suit. Anyways, forget it.

PaulyG_fill in ...
Activity Score 1148
Copywriter
kre8's picture

it's an insult to be called a suit? sorry, i never knew that.
do you think it would be better for me to become a creative, like you?
what would i have to do to get into the creative department?

kre8
Activity Score 989
Copywriter
PaulyG_fill in the blank's picture

we both know you were using it as an insult. "Don't you have some clients to shmooze?" I don't have time for sarcasm. The lowest form of humour. thought we were capable of intelligent conversation here. my mistake.

PaulyG_fill in ...
Activity Score 1148
Copywriter
kre8's picture

thats cool...
one of my ways of trying to become a creative is to see other peoples portfolios online, and see what they're doing.
strange thing is, a google search of you only came up with your comments on aotw.
i guess you must be using a pseudonym for your cannes and one show entries.
my mistake.

kre8
Activity Score 989
Copywriter
PaulyG_fill in the blank's picture

I don't remember ever saying anything about cannes. but good effort.

PaulyG_fill in ...
Activity Score 1148
Copywriter
kre8's picture

"I'm actually in creative, and very good at it" = cannes.

kre8
Activity Score 989
Copywriter
PaulyG_fill in the blank's picture

that's pretty narrow thinking.

PaulyG_fill in ...
Activity Score 1148
Copywriter
kre8's picture

Well, it's narrow because I'm working to align my target market with my
critical message. We've also got to consider that the nature of our argument
is only selective when the one true thing is relevant. And in this case you
have no "one true thing", only a sad baseless sentence that is only
reactionary and nothing more. I approached you with a simple communications,
a quote of a statement you made previously along with a simple cause and
effect equation. Only to illustrate the fact that talking smack doesn't win
awards. And in this case, which is your case, it doesn't even sell products
(which is yourself). So in the end we have a writer who can't write, a
talker who can't work and a sad baseless reactionary statement that falls
flat at first read.

Here's another equation

You = Suit thoughts
Suit Thoughts = narrow

So in the end

You = Narrow

kre8
Activity Score 989
Copywriter
PaulyG_fill in the blank's picture

I said that I was good at what I do. sorry if that threatens you in any way - it shouldn't, but clearly it has. The ironic thing is that now you're worried about aligining your target audience with your message, and this all started because you didn't see the importance of that with this ad. But instead of trying to make this a conversation from the beginning, you resorted to childish name calling. i'm done here.

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

I think he was mocking you. Didn't get that?

esotericusername
Activity Score 313
Art Director
PaulyG_fill in the blank's picture

alright, sorry guys. you're right, fuck the target audience.

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

Last Word.

esotericusername
Activity Score 313
Art Director
kre8's picture

suit.

kre8
Activity Score 989
Copywriter
esotericusername's picture

I hear you Paul, you've got a good point, a really good one in fact. The ROI is completely screwed on account that the psychographic and demographic alike are non-linear. Under the cross target analysis you'd think they'd see that the M.A.C.A. analysis was incoherent to the sustaining voice and pungent nature of the ad and underlining message. Furthermore it bothers me that the color analysis of the aforementioned target data doesn't align with the variable spectrum table that Ogilvy himself promoted.

You and me, we're the only one's who know what's right.

esotericusername
Activity Score 313
Art Director
PaulyG_fill in the blank's picture

alright. all I ever said was that the ad should keep in mind who it's selling to so that it encourages a sale. I guess I shouldn't expect a response for a while, or however long it takes you to open your thesaurus.

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

That's what I said. We're on the same page here.

esotericusername
Activity Score 313
Art Director
PaulyG_fill in the blank's picture

yea, sure.

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

You have a spelling mistake.

esotericusername
Activity Score 313
Art Director
PaulyG_fill in the blank's picture

so do you.

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

you do too.

esotericusername
Activity Score 313
Art Director
PaulyG_fill in the blank's picture

yea, we established that already. but good one

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

You've got a spelling mistake. Y-E-A-H

esotericusername
Activity Score 313
Art Director
PaulyG_fill in the blank's picture

yea is a commonly used deritive of yeah, look it up. yours is actually a mistake.

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

What's a deritive?

esotericusername
Activity Score 313
Art Director
PaulyG_fill in the blank's picture

typing too fast. let me know when you find yours.

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

"Yours" is not something you can find.

esotericusername
Activity Score 313
Art Director
PaulyG_fill in the blank's picture

stall all you want.

PaulyG_fill in ...
Activity Score 1148
Copywriter
esotericusername's picture

Last word.

esotericusername
Activity Score 313
Art Director
Rog's picture

GROOOOUP HUUUUUUUUUUUUUUUG!

Rog
Activity Score 6080
Copywriter |

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

Joe76's picture

I´m totaly agree with you Pauly

Joe76
Activity Score 762
Art Director
PaulyG_fill in the blank's picture

glad to know i'm not the only one who sees the importance of reaching your target audience.

PaulyG_fill in ...
Activity Score 1148
Copywriter
A. J. SMITH's picture

Use Brasso - Client Lube.

Yeah use that line.

They'll love it.

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

My mum doesn't use Brasso to lube her pole than k you very much!
;-)

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

Finally, a pole! Though I'm still not sure it's clear enough that it's a stripper pole. (Considering that it's out of focus and on the edge of the page.) Nevertheless, she seems to be really proud of that broken leg doesn't she?

Slashh
Activity Score 294
Copywriter
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