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Agency Network: 
Published/Aired: 
November 2012

Description

Juijitsu doesn’t require you to be bigger or stronger than your opponent. It only requires you be better. If these people can do it, you better believe you can too.

Print advertisement created by McKee Wallwork, United States for New Mexico Jiujitsu Academy, within the category: Education.

Caption

Make a Badder Name for Yourself

Advertising Agency: McKee Wallwork Cleveland, New Mexico, USA
Creative Director: Daniel Andreani
Art Director: Dave Ortega
Copywriters: William Conner, Beckett Nodhal Guerrero
Photographer: Wes Naman
Typographer: Ashlee Powers
catamantis's picture

good thought...good execution.

catamantis
Activity Score 133
Student |

crazy for creation....

bate_palmas's picture

Listen - I think it's a funny campaign. And I think the middle name monikers are really fun.

Just a question - why do all the subjects look like such a bunch of pathetic losers? It kind of gives the impression that those are the kind of people that come to the classes.

bate_palmas
Activity Score 1479
certaintly's picture

i agree, but i guess it's the people who dont usually have a "bad" name for themselves and who really need one

certaintly
Activity Score 3994
whcgonzo's picture

BEcause, the gym targets those with no prior training, who do not want to compete but just learn to defend themselves and would be afraid to come to a hardcore MMA gym. The message being (implied) if these guys can do it, you can to - no matter who you are.

whcgonzo
Activity Score 76
Copywriter at Area 51
feysal's picture

i actually really like the idea and the execution, its comic yet very precise

feysal
Activity Score 2586
Art Director at Zilojo |

groovy baby!

whcgonzo's picture

I thank you. We thank you.

I do not thank Vote4Pedro. He is a bad man. We do not like him.

You however, are a fine human.

Now be prepared to be accused of being me or something. Sorry.

whcgonzo
Activity Score 76
Copywriter at Area 51
kleenex's picture

Winner!!!!

kleenex
Activity Score 51787
Web Designer/Developer
Tom Megginson's picture

I liked the other ones. But I find it dumb that while the guys all get to be tough, the one woman is just seen as sexually aggressive. She doesn't need martial arts for that.

Tom Megginson
Activity Score 548
Creative Director at Acart Communications
Spanky's picture

I don't particularly like any of the ads. But for what it's worth, that's a D, not an H.

Spanky
Activity Score 4899
Other
whcgonzo's picture

Was not going for sexually aggressive. At. All. You, sir, have very unique and somewhat disturbing tastes. But, I will not judge you.

whcgonzo
Activity Score 76
Copywriter at Area 51
Spanky's picture

Really bad art direction/design. Complete mess, really. And yes, they look too much like Altoids.

Spanky
Activity Score 4899
Other
TheHitman666's picture

Well done. Empowering if you're a nerd. That's the whole idea. Sort of looks like Altoids but who cares, at some point everything looks like something. All has been done. Different idea anyway.

TheHitman666
Activity Score 8
Spanky's picture

It's always nice when people create new accounts to say how much they like their own work. Nice, but also obvious.

Spanky
Activity Score 4899
Other
whcgonzo's picture

Which one of us do you think is also one of me?

whcgonzo
Activity Score 76
Copywriter at Area 51
Spanky's picture

I'm referring to the account I replied to, of course. It was created shortly after these ads were posted. Since then, the only two posts they have made were defending this campaign. It happens all the time and is a little suspicious. I'm not saying it's you, but I do believe it's someone listed in the credits.

For what it's worth, you really should learn to take criticism better. Or else don't post your work on Ads of the World. Or even better, do better work.

Spanky
Activity Score 4899
Other
whcgonzo's picture

I am not new to AOTW and the comments section. Pedro up there just got a little too personal without bothering to do his homework. We all have out limits.

I am not aware of anybody else here creating account though. I am honest about who I am.

Flame away. It is an easy thing to do, but try, try, try, to at least make the comment entertaining.

whcgonzo
Activity Score 76
Copywriter at Area 51
Spanky's picture

The account I replied to has eight pencils. You get a pencil for every ad you vote on and two pencils for every comment you post. Your campaign has four ads. Four votes plus two comments gives you eight pencils. I'm not a detective, but even I can add.

Spanky
Activity Score 4899
Other
Troll's picture

I like the line and the its treatment but this is a rookie's view of Jiu Jitsu.
While it's good to show how anyone can do it, learning martial arts isn't about becoming a bad ass.
There's also this http://www.graciejiujitsu.co.za/flyer/

Troll
Activity Score 676
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

whcgonzo's picture

Kind sir, I am in fact no rookie in either MMA or traditional jitz. This school, however, is for those wanted to start from nothing and learn Gracie Combatitivies in an non-threatening environment. People looking to compete or who want to "kick asses" are not welcome. Thus, the concept you see. It is jitzs for those who need it most but would also be but most afraid to set foot inside a MMA gym.

Had not seen the CapeTown stuff. Seems they are going for same target with a more direct approach. If you are implying I have any idea what I Capetown gym is doing, you give me too much credit, I am afraid.

whcgonzo
Activity Score 76
Copywriter at Area 51
whcgonzo's picture

Never. Read. The. Comments. I should never ignore my own rules on here.

My my.

whcgonzo
Activity Score 76
Copywriter at Area 51
ivan's picture

Sorry voteforpedro I had to delete your comment because it was turning disrespectful even if you said nothing wrong. I would like to ask both parties to calm down. If you still feel you require to express your arguments feel free to do so, but let's be constructive about it as much as possible.

ivan
Creative Director at Ads of the World
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