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53

Campaign
Agency Network: 
Published/Aired: 
May 2008
Olay Print Ad -  53

Also From This Campaign 3

Description

Print advertisement created by Saatchi & Saatchi, United Kingdom for Olay, within the category: Health.

Advertising Agency: Saatchi & Saatchi London, UK
Executive Creative Directors: Paul Silburn, Kate Stanners
Creative Director: Daniel Mailliard
Art Director: Stanley Cheung
Copywriter: Jonathan Benson
Typography / Retouching: Firstbase
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yun siang orangutan's picture

Nice one.

yun siang orangutan
Activity Score 298
Singapore
djakuza's picture

sorry but what does bodycare for "humans" have to do with animalskin? come on...

djakuza
Activity Score 517
Art Director
rizkidd's picture

zorry is olay now for animal,
if yes I think my cat need this :)

rizkidd
Activity Score 7
Art Director |

iklanindonesia.blogspot.com

叶颢's picture

女人年纪来了,就是需要隐藏的,就像李嘉欣一样..

叶颢
Activity Score 168
AD
getconnected2001's picture

I really loved this.Full marks to the agency! :)
-----
http://indianadsblog.blogspot.com/
Amit Singh

getconnected2001
Activity Score 987
Art Director at New Delhi
Jet Propulsion Lab's picture

I applaud Olay for sticking to positioning themselves as the anti-age, anti-wrinkle cream of choice, but this whole visual "trickery" with numbers is getting old FAST! It's possible to reinvent the strategy and still talk about the same product benefit without resorting to this hackneyed visual gimmick, ya know?...

That said, I really liked the campaign with the number (I think it was 40) behind objects (trees, bedroom curtain, closet, etc.) to show it's creeping up on you. At least it had an emotional target insight attached to it and showed it in a tongue-in-cheek way.

With this work, it feels like I'm drinking a rich, aromatic imported coffee, but it's lukewarm. : (

Jet Propulsion Lab
Activity Score 10679
Copywriter
mlsman5000's picture

Hide your age was done out of S&S Sydney better, it got a silver lion.

http://adsoftheworld.com/media/print/olay_skin_care_curtain

mlsman5000
Activity Score 128
Saatchi & Saatchi
jsptrck404's picture

I like S&S Syndney's better as well. The animal aspect of this stuff just ads another layer to a simple concept.

jsptrck404
Activity Score 437
Art Director |

| think small |

adgoddess's picture

This whole idea is illogical. Animals use mimicry and camouflage for protection and to hide from other animals. The patterns on animals fur or skin mimics the surrounding so that the animal looks indistinguishable from it. So why the numbers are patterns on the skin? I read it that you, the target, can mimic the environment too, by looking like 40 years old, actually being X years old. I sense some serious mental shortcut here.

Plus, I cannot see the numbers on the skin here, so this patrticular execution does not work.

adgoddess
Activity Score 369
skaroline's picture

I find it ironic they use animals to sell the product, as they test this kind of stuff on animals too (ok, maybe not tigers, but still).

skaroline
Activity Score 52
Copywriter
Boris's picture

Not fast and boring.

Boris
Activity Score 98
Copywriter
robottttrockkkk's picture
robottttrockkkk
Activity Score 814
Copywriter at Quorum / Nazca Saatchi & Saatchi
NatalieM's picture

It was thinker, but I liked the idea.

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

alvinpck's picture

Are these tested on animals?

...
http://alvinpck.deviantart.com/gallery/

alvinpck
Activity Score 1467
Art Director
theanc's picture

Visually it's cool but it doesn't make any sense using these visuals wiuthout reason. I understand that's camouflage but this is not really connected to the product.

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

theanc
Activity Score 2783
Art Director at NBS / Dentsu Aegis Network |

http://www.augustocorreia.com.br

Pombooie's picture

Jesus! What planet are some of you guys on. I've never read so much drivel in all my life. Some of the comments on these ads appear to be from the intellectually impaired, not from advertising and marketing specialists (mind you some might argue there is actually no disitiction there). And as for those that just want to slag of ads time and time again, how about you put some of your work up for critique!

Pombooie
Activity Score 407
alexbartleet's picture

Theres a simple solution...

Use people instead of animals. You could use the patterns on each person's clothing. Much better?

alexbartleet
Activity Score 21
Art Director at Colensobbdo - Creative
dnguyen's picture

This idea is great and so simple, how can you guys be writing such bullshit. All its supposed to say is it hides your age, in this campaign's case it is said visually with camoflage.

dnguyen
Activity Score 81
RMIT
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