Not everyone can, Garbage man

Agency Network: 
March 2011


Print advertisement created by FCB, Mexico for Luftal, within the category: Pharmaceutical.


Not everyone can. Luftal, stops gas

Advertising Agency: DraftFCB, Mexico City, Mexico
Chief Creative Officer: Nacho Zuccarino
Creative Directors: Ariel Senzacqua, Martín Giudicessi
Art Director: Rodrigo San Juan
Copywriter: Carlos Dorbecker
Head of Art: Enrique Arellano
Illustrator: Ricardo Salamanca / Salamágica / NT Productions
Photographer: Ricardo Salamanca / Salamágica / NT Productions
Executive Producer: Héctor Méndez
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Prof's picture

the line kind of screwed it up because its incomplete/badly translated. the concept made me giggle. the idea isnt bad at all and the art direction + foto are insane.

Activity Score 1449
Copywriter |

Quite really.

TommyO's picture

I'm not sure I get it.

Activity Score 1866
Copywriter |

That's me!

FourT6and2's picture

I think the concept is something like, "not everyone has the luxury to just fart whenever they want and not worry about the social consequences." The visual is a garbage dump worker farthing. Nobody is going to care or judge him because he's at the dump...

I think the insight that not everybody can just fart whenever they please is kind of cool. But the execution and visual solve are really cheesy.

Activity Score 218
Boxey's picture

Potty humor is too easy.

Activity Score 8879
Melaleuca In-House
FourT6and2's picture

The ad is for a product that keeps you from farting. What did you expect?

Activity Score 218
mscanga's picture

When I first looked at this ad I immediately thought it was for a garbage company. The ad is growing on me the more I look at it. I would love to research and be able to take a look at the strategic message plan behind this ad because I think that it was on the right track then went of the path at some point. It is a funny ad and gets point across about gas only after you look and see what the product is.

Activity Score 6
University of Kansas
Roshan Quintus's picture

praise it. not every creative can do this. So pathetic! some creatives are conservative than clients and agency heads.

Roshan Quintus
Activity Score 667
Saatchi & Saatchi - Sri Lanka |

bite me

BrendanRyan's picture

I think the execution and idea are pretty good, but the "Not Everyone Can" line... Not Everyone Can...What? Its just a bit vague. They should have just said it! 'Not everyone can handle the smell'...

On a closer inspection the guys in the photo need to...What the hell is Luftal!! I'm Lost! :)

Activity Score 21
Photographer at None
Ardi's picture

Great idea, great execution. Superior art direction. Step forward thinking.

Activity Score 11
Anonymous Author's picture

Evocative. A bouquet to the creative; it captures the essence.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.