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Agency Network: 
Published/Aired: 
April 2008
Special K Print Ad -  Scale

Description

Print advertisement created by JWT, United Kingdom for Special K, within the category: Food.

Advertising Agency: JWT London, UK
Executive Creative Director: Russell Ramsey
Art Director: Ross Callow
Copywriter: Simon Bullett
Photographer: Eugenio Franchi
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Wordnerd's picture

What crap is this? i neither get the scale, nor why it is showing something when nobody is weighing himself

Wordnerd
Activity Score 6692
Copywriter
Bassel.Siblini's picture

8 to 12 is breakfast time....

Bassel.Siblini
Activity Score 18
theoliver's picture

The scales are going backwards, they're descending in weight ( I assume the needle will still be going forwards) - eat Special K, less than 2% fat, you'll lose weight. It's a bit subtle.

theoliver
Activity Score 53
creative director
capywriter's picture

don't think it has anything to do with breakfast time (in fact I'm sure)... why would they show 12 to 8 then, instead of 8 to 12? Guess the idea is that with a scale like this, the weight indicator goes down instead of up... of course only after eating Special K ;)
Now about that idea... the thing is, how more you actually weigh, how less you will weigh on this scale...

capywriter
Activity Score 5512
Copywriter at Freelance
Wordnerd's picture

going from there i think it's rather "the more you EAT, (fatter you would get normaly) the less you weight."

woohoo - we did it! BUT still nobody stands on the thing and it is showing 12. still bad :P

Wordnerd
Activity Score 6692
Copywriter
Olafski001's picture

nobody standing on it indeed gives the impression it is broke
but the basic idea (the backward weighing) is quite good i think

Olafski001
Activity Score 1193
Copywriter |
sumsum's picture

idea is good. so not the execution.

sumsum
Activity Score 613
copywriter
adstrike's picture

needs more work, is hard to catch

adstrike
Activity Score 334
Copywriter
Dick Huges's picture

Done a lot with clocks for anti aging creams. Nothing new.

Dick Huges
Activity Score 937
Copywriter
crazydave's picture

Think it's a cool idea, but would work even better as ambient with an actual scale that people can stand on.

crazydave
Activity Score 114
Guest commenter's picture

agree

Guest commenter
kurtberengeiger's picture

I'm disappointed.

kurtberengeiger
Activity Score 7323
Copywriter
Nanel's picture

cool

Nanel
Activity Score 283
Copywriter
krautland's picture

meh.

krautland
Activity Score 3216
Art Director at erm... no calls please.
mrtalented's picture

oh no!

mrtalented
Activity Score 2171
Creative Director
jazarah's picture

duh

jazarah
Activity Score 1262
consolidated.db's picture

yeah i like the idea too. you'll have to buy scales that measure your weight loss, the reverse of normal scales when you weigh your gains.

consolidated.db
Activity Score 545
Copywriter at Ad Land
icanlan's picture

Is it selling thie wightbridge?

icanlan
Activity Score 52
duntus group
Boxey's picture

confusing

Boxey
Activity Score 8879
Melaleuca In-House
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