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Sum of your moments

Campaign
Agency Network: 
Published/Aired: 
March 2007

Description

Print advertisement created by Dentsu, Canada for Lexus, within the category: Automotive.

Advertising Agency: Denstu, Canada
Executive Creative Directors: Glen Hunt, Bill Parker
Creative Director: Glen Hunt
Copywriters: Bill Parker, Matt Williamson, Glen Hunt
Art Director: Boris Matas
Photographers: Nadav Kander, Stockland Martel
Production Manager: Gary Hutchinson
Typographer: Tom Cochrane
Account Supervisor: Scott Morden
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raaviiii's picture

too much copy is not in fashion. rest there is nothing to appreciate. 2/10. who have time to read this much. try something good.

raaviiii
Activity Score 39
Art Director |

ravi shanker

B128's picture

I like the copy. I really don't mind copy that's engaging in a typeface that's easy to read.

B128
Activity Score 392
Art Director
Thiago Aranha's picture

People who read will have time to read "that much"... If you think that a little bit more than half a page of copy in huge, easy-to-read typeface is "this much" copy, maybe you should read more...

Thiago Aranha
Activity Score 121
Copywriter |

Lorem Ipsum dolor sit amet...

Zuco's picture

Some copys are better than others but in the overall it's pretty good.

There is not such thing as long or short copy, there is goog and bad copy. Too much copy is out of fashion, please get serious.

You dont have time to read but you have time to read the comments on ads?

Zuco
Activity Score 56
Art Director
saymawa's picture

Damn. Better quit my job then.

saymawa
Activity Score 46
Copywriter
picturejockey's picture

Very nice thought but how is a Lexus going to help me do any of this?

http://www.picturejockey.com

picturejockey
Activity Score 658
Creative Director at RK Swamy BBDO |

http://www.picturejockey.com
View Navin Harish's profile on LinkedIn

me thinks's picture

Excellent copy. Every word.

And who said " too much copy is out of fashion" ?

me thinks
Activity Score 722
Copywriter
deep_tracy's picture

the others are ok. this is not. every line is a cliche. hallmark cards have better copy than this.

and 'pursue the moment' is kinda close to 'just do it', don't you think?

anyway, i can easily imagine this campaign as tv.

deep_tracy
Activity Score 588
Copywriter
Rog's picture

Right with you, deep-tracy.
Are these meant to be 'personal' small space classified ads?
The copy feel is generic, 'break free' (exactly, 'just do it!') diatribe.
The only ad that says it in this campaign does so with no copy at all.

"It's Mabo. It's land rights. It's the VIBE, your honour!"

Rog
Activity Score 6080
Copywriter |

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

hang-the-dj's picture

Yep. I've seen more inspiring copy on a cheap wall calender at my mother-in-law's house.

This is lame, trying way too hard to 'tap into an emotion'.

hang-the-dj
Activity Score 1262
Copywriter
JTW926's picture

great copy, to the heart!

JTW926
Activity Score 184
Art Director
kalpesh78's picture

its a great respite from 'visual-visual ads' good thought.

kalpesh78
Activity Score 2578
Art Director |

ideas....30 minutes nahi toh free.

purplesimon's picture

Some of them work better than others.

I've used similar approaches on jobs in the past so I know it's nothing mind-blowingly new. However, this type of copy job is a writer's dream gig, IMHO.

purplesimon
Activity Score 473
Copywriter at Euro RSCG
No fixed abode's picture

"or fall deep deep in love"...? Grammar please. Not good.

Nice call with the hallmark. There is a fine line to tread between being aspirational and being wanky. This is on the wrong side for me.

No fixed abode
Activity Score 380
Copywriter
me thinks's picture

You need grammar? Go to your English professor.

We’re copywriters, our job is to invite, inform, influence and inspire people to read the copy and not to teach people correct usage of punctuations.

me thinks
Activity Score 722
Copywriter
teenie's picture

Totally disagree. Grammar and punctuation enable us to lead the reader/consumer where we want them to go. Once people trip over bad spelling or wrongly placed comma, you've broken the spell.

teenie
Activity Score 1894
Copywriter
Ant's picture

Art direction and photography to ease the eyes...copy and words straight from the core of the heart. Thank you.

Ant
Activity Score 64
Art Director
sutho's picture

Sorry,

Done by Paul Arden.

For British rail.

They look exactly the same except they used caps and lower case.

Refer to DADA annual circa 1990's

sutho
Activity Score 92
Creative Director
thirty6chambers's picture

yep. i thought this was the british rail ads posted for the archive.

thirty6chambers
Activity Score 1464
Art Director
Chris's picture

why so many excecutions,
far out man.

these remind of those cheesy posters you find in gyms, offices. determination , persistence etc...

Chris
Activity Score 1935
Art Director
Rog's picture

BAAAAAAAAAAAMMMMMMMMMMMMMMMMMM!

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

Rog
Activity Score 6080
Copywriter |

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

Chris's picture

wtf

Chris
Activity Score 1935
Art Director
Rog's picture

I agree with you, mate. (excuse my over enthusiasm)

Your motivation poster observation... amidst the rampant adulation

Rog
Activity Score 6080
Copywriter |

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

teenie's picture

I love the copy right up until the end, then it kind of falls flat for me. But until "far, far behind" I had butterflies. "You are the sum of your moments" - brilliant! I want to hang that on my office wall.

teenie
Activity Score 1894
Copywriter
Fractal Rene's picture

This is a great campaign, the text really gets into you... nice writing.

Fractal Rene
Activity Score 65
Copywriter
Rog's picture

Glad you enjoyed it, Fractal. Seriously.
We all dug this feel, the first time we saw it.

"It's Mabo. It's land rights. It's the VIBE, your honour!"

Rog
Activity Score 6080
Copywriter |

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

Doberman's picture

Very very nice.

Doberman
Activity Score 48
Copywriter |

Doberman.

Besha's picture

I love the copy but it can apply to a LOT of brands!

Besha
Activity Score 295
Art Director
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