Advertisement

Couch

Campaign
Agency Network: 
Published/Aired: 
June 2009

Description

Print advertisement created by Bleublancrouge, Canada for One Life, within the category: Public Interest, NGO.

Caption

Each time you sleep with someone, you also sleep with his past.
Get tested for HIV.

Advertising Agency: Bleublancrouge, Montréal, Canada
Creative Director: Dominique Trudeau
Art Director: Sébastien Deland
Copywriter: Guillaume Blanchet
Photographer: Alain Desjean
Log in or register to post comments

Highest Rated

ivan's picture

If you look close, you can see there are male and female hands.

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

It's been done before. But the art direction here s better

Guest
Muhammad Imran's picture

sex on toast!!!

Muhammad Imran
Activity Score 616
Art Director at Orbit Advertising |

www.praxisadvertising.com

Guest's picture

it should have been "her" in this case... please correct it the next time dear copywriter! ;-)

Guest
ivan's picture

Are you sure? The ad is talking about the guy who the girl is hugging.

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

i think, the guest above has a point. the visual suggests that the boy is sleeping with the past of the girl. the past is reffered to by so many hands which has touched her before.

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

ivan's picture

I think it's the other way around...

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

With all due respect, I think you're wrong ivan, please stop being so stubborn.

Guest
ivan's picture

OK. You may be right. I won't push my opinion.

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

But you're wrong. The copy is correct. "He" has slept with other women so the 'past' is the women he's been with and the current woman is at risk. What's not clear about that? And what's with your arrogant attitude?

Guest
Guest's picture

hey everyone, the his simply refers to someone... it's an impersonal form... just "someone" ! therefore the issue is not what you guys are discussing.

Guest
Guest's picture

Agree, there's even a black guy's hand in there, what is a nice detail We're talkng about the girl.

Guest
picntype's picture

in my opinion that should be 'her' evan...

picntype
Activity Score 175
Art Director
mmackinven's picture

I think it can be taken either way:

"Each time you sleep with someone, you also sleep with their past.
Get tested for HIV."

mmackinven
Activity Score 1608
Art Director at Freelance |

www.mackphotography.co.nz

greekdish's picture

It is not. What many people fail to realize is that there are women's hands wrapped around the girl in the scene as well. The ad is basically saying the buy is bisexual. Look at the hands on her bottom left cheek, its a woman's hand... as well as other arms/hands from women.

So the ad is correct...it's HIS.

greekdish
Activity Score 43
Guest's picture

do not masturb

Guest
Guest's picture

nope..as u can see, the arms are wrapped around the female..but no arm are wrapped around the male..
which goes to suggest the arm around the female are from the guys past..she is having sex with all the ppl the guy had had sex with..

Guest
Guest's picture

This is the nth time this idea is being repeated. But I must admit, it's quite novel in treatment and execution. And yes, it should be 'her' in this particular Ad.

Guest
alexander_bickov's picture

Great idea

alexander_bickov
Activity Score 3279
hero china's picture

nice~~

hero china
Activity Score 99
Art Director at beijing lintas
Guest's picture

this visual doesnt match with the copy. firstly, i'm assuming that the man is heterosexual since he's with a woman.
1. if she is sleeping with him and his past- shouldn't the arms around her be female ones, to indicate all the past women he's slept with?
so unless he's bisexual and has slept with loads of mean who's given him STDs, the visual should show the woman with a lot of female arms around her.

Guest
ivan's picture

If you look close, you can see there are male and female hands.

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

Well said. Some people just dont pay attention to the details.

greekdish
Activity Score 43
rolling.stone's picture

This one is really good than other ones, other looks like gay freedom kind of.

Geographically conditions can vary, but largely HIV spread while male & female coition, seldom I heard HIV owing to gay relation or lesbo relation.

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

-------------------------------------------------------------------

~ Quite obviously, I have gathered no moss ! ~

federo's picture

great and strong concept

(nice tanga too)

federo
Activity Score 781
advertising agency
GX's picture

El concepto no es nuevo pero la ejecución está muy bien lograda.

GX
Activity Score 144
Creative Director
Guest's picture

Messaging is familiar but Art Direction is great.

http://dearadvertisin.blogspot.com/

Guest
Chori Arg's picture

don't like how the title was done, i think it takes seriousness out.

Chori Arg
Activity Score 173
Art Director at Ponce Buenos Aires. Escuela Superior de Creativos Publicitarios
Guest's picture

Wow!

Guest
Guest's picture

muy buena la idea, y el copy lo dice muy bien!!! felicidades a los realizadores

Guest
eljorgeluis's picture

Muy buena idea y muy bien realizada, y el copy lo dice muy bien!!! felicidades a los realizadores

eljorgeluis
Activity Score 2
Agency adversting / Graphic designer |

Jorge Luis Gutierrez - Guatemala
www.eljorgeluis.com/blog

daniel ieraci's picture

While I feel compelled to echo the same sentiment that the idea is nothing new, this one definitely grabbed my attention. The 'two guys in the shower' version felt a little bit forced though, not sure why.

daniel ieraci
Activity Score 333
Art Director
Guest's picture

Ad looks perfect.But its not original or surprising.The theme was used in so many other ways.

About the discussion above; his or her thing; it's a trick of english I think,when we're talking about "someone" (a guy or woman,it doesn't matter) or "somebody" , like "any person" ,we use his.

For ex: "Anyone who doesn't know english grammar well,has to face 'his' illiteracy."

It's the legacy of patriarchal society to the english language.

Guest
Guest's picture

i like this concept ,but execution can be better

Guest
Guest's picture

so mmackinven has the best solution. except single cell

"Each time you sleep with someone, you also sleep with their past.
Get tested for HIV."

Guest
Emanresu's picture

My thoughts exactly, because the wording on the ad makes it seem as though the woman is vulnerable and innocent while the man is an adulterer—I too would have substituted "their" for "his." As Ivan pointed out though, some hands in the visual look to be male hands. I read other comments where some felt opposed for an ad illustrating a woman with a woman, maybe it is too fantasy-like since that's something quiet a few men find in the pornographic world.

HIV can be contracted through oral sex though. It is unlikely but the chances are not 0%. Maybe another heterosexual ad with the woman taking control over the guy would have been preferred over the shower scene?! Just my input.

Emanresu
Activity Score 2148
Graphic Designer at Apparel design.
Guest's picture

his this is the guest who pointed the "her" thing...good to see people had been talking about what i pointed out...that too to an extent of arguing with ivan!

Guest
Guest's picture

This idea was an old idea mates. I have seen similar idea before. In old idea, there was a couple on a bed, and there are their pasts beside the bed.
So it's not an original idea.

Guest
designada grafica's picture

Buena ejecución...

designada grafica
Activity Score 96
Graphic Designer at oaxaca
Guest's picture

I agree with Guest. If the ad is supposed to suggest a promiscuos past of the guy, then the visual should be showing many women hands. What could possibly be a solution is to have the same visual be seen from the other side - the camera could capture the same embrace from the back of the guy with many hands of several women grabbing the guy...

Guest
xxx Adams xx's picture

clever

xxx Adams xx
Activity Score 32
Kamlesh Verma's picture

I agree with Guest. If the ad is supposed to suggest a promiscuos past of the guy, then the visual should be showing many women hands. What could possibly be a solution is to have the same visual be seen from the other side - the camera could capture the same embrace from the back of the guy with many hands of several women grabbing the guy...

Kamlesh Verma
Activity Score 68
Creative Director at Krishidha Group of Companies |

K.Verma

Kamlesh Verma's picture

Above visual doesnt match with the copy. firstly, i'm assuming that the man is heterosexual since he's with a woman.
1. if she is sleeping with him and his past- shouldn't the arms around her be female ones, to indicate all the past women he's slept with?
so unless he's bisexual and has slept with loads of mean who's given him STDs, the visual should show the woman with a lot of female arms around her.

Kamlesh Verma
Activity Score 68
Creative Director at Krishidha Group of Companies |

K.Verma

xam's picture

So sharp idea !VEEEEEry great !!!

xam
Activity Score 51
creative director of Blackarc Ogilvy
Guest's picture

nice & so true !!!!

Guest
manumartin5's picture

Very sharp concept , executed in simple manner. !!!

manumartin5
Activity Score 1196
Art Director at Infinity Advertising Services Pvt. ltd.
murrey87's picture

Simple and effective. I love the idea.

murrey87
Activity Score 34

Shiply on Smart2020.org

anitkukreja's picture

wonderful ad to make someone feel a mistake he is going to make...I'd like to be copywriter can someone guide me????

anitkukreja
Activity Score 2
Copywriter at Indore
Featured Content

Latest Collections

Advertisement