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Butt Bag

Campaign
Agency Network: 
Published/Aired: 
December 2011

Description

Print advertisement created by Concept, Turkey for Pilates With Gerda, within the category: Health.

Caption

Carrying too much weight?

Advertising Agency: Concept Istanbul, Turkey
Creative Directors: Kerem Altuntas, Kerem Ozkut
Copywriter: Emre Kuzuoglu
Art Director / Illustrator / Graphic Designer: Fatih Senay
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andylefty's picture

Nice visual.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
thedesignaddict's picture

Fantastic image.

thedesignaddict
Activity Score 5403
Art Director at Freelance
Tom Megginson's picture

Disgusting.

Tom Megginson
Activity Score 548
Creative Director at Acart Communications
Tomasz Dziedzic's picture

outstanding!

Tomasz Dziedzic
Activity Score 127
NicoCiego's picture

haha. I like the visual.
I'm not very familiar about the brand but I hope this concept works.

NicoCiego
Activity Score 1033
Art Director at Quezon City Philippines
Tom Megginson's picture

I just can't see such a repulsive image leading to a good recall of the brand. People wont even see the brand. They'll just either back away in disgust or admire the pretentious art direction and move on.

These ads do nothing to position the brand as anything special in the fitness world. All they do is sell a negative need for fitness. So what? You see the ad, forget the brand, and tell yourself you should cut down on the beer.

Advertising is not about impressing other ad people. It is about actually persuading the target audience to act in a way that fulfils the client's business objectives.

And no, I am not a suit. I am a Creative Director.

Tom Megginson
Activity Score 548
Creative Director at Acart Communications
Roger Keynes's picture

Brave client. Audacious idea. Good to see.
Advertising, at it's very essence, is about challenging the norm and pushing the envelope.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Tom Megginson's picture

I disagree. Advertising is about unexpectedly reframing the message in a way that gives your client an advantage. People know they are fat. This does nothing to say that this fitness program is any different than any other. It is masturbation.

Tom Megginson
Activity Score 548
Creative Director at Acart Communications
Roger Keynes's picture

Okay Tom, let's play.

Advertising is about demonstrating your understanding and empathy with your audience. And sometimes... like right here, when you need your 'me-too-pilates' brand to stand out in a 'generic-pilates category'... you need an idea that needs to connect on an emotional rather rational level. i.e. if you can't give them an advantage, give them a smile.

While I can't talk for this market, Australians are a very self deprecating lot. We're secure enough to be ready, willing and able to laugh at ourselves. Even fat Aussies. That's where ideas like this work, especially when the brand does not have a USP. These are the ideas that NEED to be audacious and brave.

Masturbation? We're enjoying a classic strategic wank, right here ;)

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Tom Megginson's picture

It's advertainment, sure. But what was the name of the advertiser again?

I've just reached a point in my career where I've realized a lot of this "look at me!" advertising achieves attention for the agency over objectives for the advertiser. If the gimmick said something differentiating and memorable about the advertiser, I wouldn't be so dismissive. But they have allowed agency creative experimentation to completely overwhelm their actual message.

I'm not really into internet arguments, so I will accept your premise that "Advertising is about demonstrating your understanding and empathy with your audience." It's true. That's what we do... for our audience.

But the conversation is not between us (ad creatives) and the audience. It is supposed to be a conversation between our clients and their audience, with us as creative facilitators. I think some ad people forget that.

This ad does not say "so-and-so pilates has something worth your money". It shouts "YOU SO FAT!" (sponsored by so-and-so pilates). Hahaha. Move on.

I can't blame the creatives for this, though. Strategy was asleep at the wheel. They let the client believe this would make them famous, when it was really about ad creatives talking to each other.

So I take back my "masturbation" comment. It's more of a circle jerk :)

Anyway, cheers Roger! And thanks for taking the time to hear me out. Just wanted to provide a different perspective, and I'm glad you did too.

Tom Megginson
Activity Score 548
Creative Director at Acart Communications
Gualcor's picture

Dude, don't suffer just enjoy the ideas.

Gualcor
Activity Score 978

--
Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
http://www.facebook.com/gualcor

Seriously Crazy's picture

why are you so adamant about the fact that the ad is good so far as creative circles are concerned but doesn't work for the brand..

if it really is a good ad, won't people be saying things like
"did you see that butt bag ad?"
assuming someone hasn't-- "no..what is it about?..butt bag? which brand?"

i seriously don't think people discuss which agency made the ad..if it's discussed, it works for the brand, not the agency..maybe long years in the industry make people (esp. creatives) think this way..in the effort to be open minded about everything, they just can't look at plain simple things as they are..

Seriously Crazy
Activity Score 638
Art_Work's picture

If they keep doing work like this people will remember their name.

Art_Work
Activity Score 29
thedesignaddict's picture

Is the message clear + relevant? Yes.
Is it memorable? Yes.
Will it get talked about (beyond the forums like this). I think so.
Will it activate? I'm betting it will.

So, is it a creative wank? Not at all.

thedesignaddict
Activity Score 5403
Art Director at Freelance
Justin Evans's picture

Exactly!

Justin Evans
Activity Score 57
Graphic Designer at REAL | E Media
tamer samy's picture

I like..

tamer samy
Activity Score 681
Photographer at LEAP STUDIOS |

TAMER SAMY
www.leapstudios.net

anabermejillo's picture

the metonimy works perfectly to me. I agree with Roger. Sense of humor rules

anabermejillo
Activity Score 48
San Pablo CEU University
atb2005's picture

With fitness advertising, it's either "look at me" or stupid and/or boring. I've seen many fitness campaigns, and can't think of a single one that combined great art with solid message.

And yes, these pilates ads were made for awards. They probably didn't even run. Remind me of http://adsoftheworld.com/taxonomy/brand/cintia_gym.

atb2005
Activity Score 13557
Lazarus's picture

Made me laugh. I like it.

Lazarus
Activity Score 1536
Creative Director
Chris and Mo's picture

A creative import from US to Turkey (u may call it a rip off):
http://www.coloribus.com/adsarchive/prints/special-k-cereal-phone-book...

Chris and Mo
Activity Score 26
Art Director at Creative Director
kleenex's picture

I must be in the minority. Did not like it much at all.

kleenex
Activity Score 51110
Web Designer/Developer
Hadrons's picture

Advertising that has teeth. - Bravo to the creative.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

andylefty's picture

I can't rate something that highly when it shows the negative.

That is my advertising 101. Negative is easy.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
Sarah80's picture

its funny, Very funny and catchy.

Sarah80
Activity Score 207
Marketing Manager at Brand Manager
faisal forazi's picture

so creative

faisal forazi
Activity Score 12
Allison1221's picture

Genius. Definitely an ad that I will remember.

Allison1221
Activity Score 4
Prasad Weerasekara's picture

wow...great work turkey

Prasad Weerasekara
Activity Score 653
shahidali's picture

is this a good association for a brand?

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

Glut's picture

despite both points of view (Roger´s and tom´s) is good to have this exchange of opinions.

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
Big McLargehuge's picture

Regardless of whether or not the strategy pays off, someone got payed to make a bag look like a butt. Everyone's a winner.

Big McLargehuge
Activity Score 76
Ron Burgundy's picture

baby got bag!

Ron Burgundy
Activity Score 1630
Art Director at Southern California
my-meritlist's picture

good idea! done nicely!!

my-meritlist
Activity Score 8
Art Director at Crayon Ads
tamir's picture

So simple, so fast, so strong.

tamir
Activity Score 138
Copywriter
pabzi007's picture

fantastic idea...

pabzi007
Activity Score 108
Copywriter at The Base
AMGKTM's picture

WOO 这个包让我想起了很多东西

AMGKTM
Activity Score 22
Art Director
marano's picture

I saw scrotum before I saw butt... cool idea though

marano
Activity Score 348
Graphic Designer
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