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Thermal image, 3

Campaign
Agency Network: 
Published/Aired: 
July 2007

Description

Print advertisement created by FCB, Brazil for Nivea, within the category: Health.

Caption

Nivea Deodorants. For those who need protection most.

Advertising Agency: Giovanni + DraftFcb, Sčo Paulo, Brazil
Creative Directors: Adilson Xavier, Ricardo John, Sidney Araújo
Art Director: Darcio Estaliano
Copywriter: Guilherme Aché
Illustrator: Fábio Vido
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Davosk's picture

So this stuff cuts off the blood circulation to the preasure points under the arms. Logically, you would show a thermal image of a person with excessive body heat in the under arm area if you were to illustrate those who need protection most. The line doesn't relate to the image.

Davosk
Activity Score 4815
Art Director
brandsurgeon's picture

Davosk, I understand where you're coming from, but I think there's another angle to it. I think that the team were concentrating more on the end-benefit expression, like the "Use blah, blah... snd stay cool all day no matter what" idea. But you do have a point. Line could have tied in much better to reflect end-benefit.

---

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

ivan's picture

Technically you're correct.

ivan
Creative Director at Ads of the World
sloppy4's picture

actually, having had the misfortune of working on antiperspirants, they don't keep your underarms cool at all. the aluminum in the antiperspirants literally blocks your pores, preventing sweat from coming out. the temperature isn't affected at all.

interestingly, aluminum is commonly found in the brains of alzheimer's patients. might wanna switch to deodorants.

sloppy4
Activity Score 1492
BOOBJOB LOOBCANNON's picture

This immediately made me think that it cools you down, which it doesn't. So this just irritates me. Potentially damaging for the client as a result.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

sold's picture

they just tried to get cannes level with this "new-image-one-phrase" way of advertising.
in my opinion they dont hit the level and generate more doubts than sales.
this kind of image (thermal) have no relevance to the target, i suppose.

sold
Activity Score 3305
Copywriter
gieltman's picture

good idea, bad copy - too far from the visual
would be better for a deodorant with some cooling system, I think

gieltman
Activity Score 40
Euro RSCG
JELLYGOOSE's picture

This doesn't happen to me when I run well actually mostly I sit but... are we looking at a lie right now? Call an athlete and ask him. Nivea deodorants doesn't stop your blood circulation. I hope Nivea never produces something about erection.

JELLYGOOSE
Activity Score 88
Copywriter
dcgroppo's picture

This works for gatorade to, just put the guy blue... anyway that isn't the idea here... so... i guess this qualifies as crap to, student copy, obvious visual.

dcgroppo
Activity Score 239
Other
phoamcor's picture

Ever run?
(1) You sweat all over.
(2) You don't give a shit about (1)
(3) If you do sweat all over and you stink you don't give a shit either

Fail.

phoamcor
Activity Score 1284
B2B's picture

Very see-say.

B2B
Activity Score 104
Copywriter
mondo's picture

he only sweats under his arms? ...alright.

mondo
Activity Score 142
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