Truth, Brother

Agency Network: 
April 2008

Print advertisment created by Rediffusion DYR, India for Oxford Bookstore, within the category: Retail Services.

Advertising Agency: Rediffusion DYR, Gurgaon, India
Creative Directors: Abhinav Pratiman, Daniel Upputuru
Art Director: Krishnapriya Dutta Gupta
Copywriter: Bhavna Kher

Comments (9)

Log in or register to post comments
jsminhas's picture
Activity Score 36

Great job guys. Hats off!

barbe's picture
Activity Score 102

These ads look quite striking and are mildly amusing. But they don't work. These 'truths' simply aren't true for most people, so they don't resonate and don't offer a real positive reason to read fiction. In other words they don't persuade.

What's the real reason people love fiction? I'd start there and keep going...!

krautland's picture
Activity Score 3216

actually I do think they work. this type of line is supposed to trigger a quick smile and make you just stop and browse the shelves for a second. they do that.

barbe's picture
Activity Score 102

Raise a quick smile, maybe (at a stretch). Persuade me to read fiction or visit the bookstore, no.

Surely there's a more insightful solution here Krautland.

Vicomte's picture
Activity Score 287

The line is perfect

Arebehn's picture
Activity Score 50

First, like barbe said, that's not a universal truth, that line is for another context. Then, you don't need to avoid the truth, you need to face it, in order to be a better person, and to evolve. So if the truth hurts, that's a good thing, you don't want your life to be a lie. Plus, You don't tell people to read Fiction by saying the other genres are bad, like barbe also said, you start by thinking why Fiction is good.
And I don't like the crushed dummy. It doesn't add anything to the idea.

Ndukwe Onuoha's picture
Ndukwe Onuoha
Activity Score 149

For goodness' sake, can't you guys just appreciate good copy...for once?!

Big ideas are often small

cheza's picture
Activity Score 100

Good copy, but I read "Be As" as "BEAS". Might just be me, though.

anumeha's picture
Activity Score 2

@ CHEZA - I too read the same thing "BEAS" and not "BE AS"