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swiss_adguy's picture

at first glance, so what?

at second glance, a very deep second glance…, i realized that the supposed toy world is not what it looks like. appearently our good old world has been treated like some close up photography.

thumbs up for the treatment - even though only ad people with good eyes will see the twist.

swiss_adguy
Activity Score 36
Creative Director
bknowlden's picture

I would disagree, I got it right away. I really like it.
--
brandon

bknowlden
Activity Score 3647
Art Director |

--
brandon

www.brandonknowlden.com

bootchec's picture

it is old trick. Although if you know a little bit about photography you'll notice that it is fake DOF - look a the top of buildings. It is great idea but bad execution, should be more detailed DOF so it would look more real. As well this picture is not suitble, no space for a car.

bootchec
Activity Score 34
Art Director
Daryllee's picture

Can give a very detail explaination? i dont understand thanks

Daryllee
Activity Score 56
Other
jfg's picture

The technique they used to shoot the photo is called tilt-shift. It consists of a special lens which produces this "gradient out of focus effect" so the photo looks like one of those architect mockups. If you care to know more about tilt-shift search for it in google. It's really cool.

Oh... about this... i like it.

jfg
Activity Score 30
Art Director
Chris's picture

are u sure its just a camera technique, dam looks like a model to me.
If it is, it sure is a well wicked effect.

Chris
Activity Score 1935
Art Director
jfg's picture

Check out this link on tilt-shift:

http://hame.ca/tiltshift.htm

jfg
Activity Score 30
Art Director
Chris's picture

That is fucking awesome.

You learn something everyday.

Those old photography books from college can come in handy.

Chris
Activity Score 1935
Art Director
drunk dave's picture

F'ing clever, but as you say, at first glance it looks like tiny town. But now that I'm in the loop another winner.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
Jonny Lonestar's picture

this is the first tilt-shift campaign i've seen. knew they were coming... just didn't know for what. (kudos on the photography)

But the "playground world" concept could have been executed much better. a boat and a sidewalk, while cool, don't tell me a dang thing about this car, or how it makes the world my playground... the closest is the street games shot.. because in my sick mind i'm imagining slaloming thru the kids...

how hard would it have been to slip the car into the shot on a rooftop or something... something dumb kids would do to a model world...

Jonny Lonestar
Activity Score 282
Art Director
popdistortion's picture

Very good indeed. But somehow this ad seems familiar. I just can't put my finger on it.
Good point Jonny on putting the car somewhere stupid. Like that.

popdistortion
Activity Score 1592
the_ashlands's picture

does anybody else think this may be a combination of a small scale model and actual real people roaming around inside the miniature metropolis?

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

Desi's picture

I don't get the ad and I am sure the consumers will not either. No one is going to intellectaulize the ad as much as we ad lovers. The consumer will simply flip the paper. Sorry.

Desi
Activity Score 1042
mikelite's picture

i'm with you Desi. Big whup.

mikelite
Activity Score 1031
Copywriter |

http://mikelightman.com/blog

the mighty ham's picture

Agreed. Only ad people will get this ad. Your average consumer will be wondering what is going on.

the mighty ham
Activity Score 94
Copywriter
ivan's picture

I don't think so. It is relatively a simple ad. You see a toy city and the headline even explains it.

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

Brilliant and powerful ad!

salamandos
Activity Score 1947
Art Director
Desi's picture

Ivan but that's what you as seasoned creative think. You see a toy city, i see bird eye view of some sort of dock yard. I can not read anything more into this....

We do extensive post ad researches and believe me the consumers can't even get very simple idea, and this one is one of those. This is like showing a modern painting to people and everyone will have their own explanation.

Desi
Activity Score 1042
ivan's picture

You have a point. For sure a certain percentage of ppl will not get it, but whether that is 70% or 30% I can't tell. My gut feel is about 50%. But than again, maybe the other half who does get it will enjoy it and will leave a long lasting impression on their minds turning them into customers down the line.

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

There's a fine line between an ad that stimulates thinking and is fun to try and figure out, and an ad that is frustrating and confusing, and makes you want to flip the page. That line is crossed with this ad. And then even if you get it, it really doesn't make a powerful statement about the product. Boo.

squirrely
Activity Score 316
Graphic Designer
lara's picture

yup i m with jonny lonestar infact i got htose thought at 1st glance
Nice photography but tell me how getting chevrolet will turn world into a playground 4 me??????

lara
Activity Score 114
Copywriter
weighter's picture

The craft is superb in this ad but the Art Direction is what i question. If they are trying to push a playful fun easygoing brand on the vehicle, why use such a realistic almost life-like artwork? I thought it was an aerial and the ad confused me...
I think the message would be much clearer and effective had they used toy-like imagery.

lara, I think the car is supposed to provide you with care-free fun and enjoyment, its not really an ad with practical unique selling points involved, its branding pretty much.

weighter
Activity Score 744
Art Director
like.a.boy's picture

Just put a Taliban logo (if they have one) and it makes a perfect terrorist campaign...
Sorry, but this campaign doesn't work for me, first level thinking.

like.a.boy
Activity Score 227
Art Director
drunk dave's picture

MORON. like.a.tool

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
salamandos's picture

like.a.boy: what the hell?

salamandos
Activity Score 1947
Art Director
creativelefty's picture

it's just one big montage mishmash. Look at the shadows, they're going off in all directions.

creativelefty
Activity Score 50
Creative Director
slim's picture
slim
Activity Score 1047
Copywriter
kagemusha's picture

i like it because i learned something about tilt shift but desi is right the consumer will not know

kagemusha
Activity Score 30
Creative Director
derek's picture

Jatinder Sandhi and David Joubert please stop arguing for your own work. It's so obvious. Jut take the slagging and shut up.

derek
Activity Score 22
Other
derek's picture

Jatinder Sandhi and David Joubert please stop arguing for your own work. It's so obvious. Jut take the slagging and shut up.

derek
Activity Score 22
Other
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