Agency Network: 
January 2009

We had to convince the most manly of men – construction workers and DIYers – that they were neglecting and damaging their most important tools – their hands. And that the best way to repair them was by using our skin lotion. But at the same time, we had to respect the fact that for our audience, tough hands were a badge of honor.

Print advertisment created by Dentsu, United States for On The Job, within the category: Health.

Repairs hands that work for a living.

Advertising Agency: Dentsu America, New York, USA
Creative Directors: Aaron Frisch
Art Director: Aaron Frisch
Copywriter: Arun Nemali
Illustrator: Kilato (digital retouching)
Photographer: Vincent Dixon

Comments (22)

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El Barto's picture
El Barto
Activity Score 111

So the stuff turns hand into stone?

lynz's picture
Activity Score 104

wow, way to think in an absolutely literal way.

El Barto's picture
El Barto
Activity Score 111

Sorry, was it your ad? ;)
Just not really convincing. Literal visual, literal copy, literal interpretation.

consolidated.db's picture
Activity Score 545


Advertising can be tricky sometimes. That's ok.

The thing to remember is you shouldn't take ads literally.

With this particular image, they've exaggerated a truth to set up a problem. (It's tied back by the line in the bottom right corner. Look carefully at the line, then back at the image.) Of course, the product is the solution to the problem.

Always look at the line to see how it compliments the image. That's key.

Hope this helps!

Nidal Almohtadi's picture
Nidal Almohtadi
Activity Score 19

Thanks for your great effort... very nice..

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Huumm...very interesting. A bit gross but very nice.

Tripioso's picture
Activity Score 470

CLeean and simple. Nice execution.

Life's a Trip. Enjoy the Ride!

Tripioso's picture
Activity Score 470

Clean and simple. Nice execution.

Life's a Trip. Enjoy the Ride!

bhatnaturally's picture
Activity Score 95

Awesome execution!

alexander_bickov's picture
Activity Score 3279

Well done

joelapompe's picture
Activity Score 3853

Nice hand job if I may say...

lucdesaulniers's picture
Activity Score 1145


Hibon's picture
Activity Score 3734

This product repairs hands ???? love the idea but i'm not convinced.

Simple ideas are the best !

xcreativity's picture
Activity Score 2374

I've to agree that the copy is a little bit tricky to discover what it means. I guess it takes a reasonable amount of time to find out what's the message this ad (puzzle) wanna transmit.

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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monsieurange's picture
Activity Score 520

Buena campaña, pero el arte no me convence.

cruzialx's picture
Activity Score 194

sometimes it has to be literal cause thats what the client wants ROFL

everartz's picture
Activity Score 7613

i like it...

| everartz |

Brain-Art's picture
Activity Score 1101

Hand lotion for men?... again, hand lotion for men?... WTF?... the ad it's not that bad, i think it's very dramaticle and that makes it exagerated that's why i think it's not gonna work

shortafella's picture
Activity Score 1063

good idea makes a good ad. 9/10

kurtberengeiger's picture
Activity Score 7323

Compared to the Philips TVC this isn't that bad...

mayankbarolia's picture
Activity Score 144

great work.. love the series!!

eayzie's picture
Activity Score 6