Agency Network: 
February 2008

Print advertisment created by Talent, Brazil for Toshiba, within the category: Electronics, Technology.

Dreams: Give up. Smart Clock Toshiba.

Advertising Agency: Talent, São Paulo, Brazil
Creative Directors: João Livi, Leo Macias
Art Director: Gustavo Nardini
Copywriter: Alexandre Catarino
Illustrator: Luiz Dias
Photographer: Gustavo Lacerda

Comments (21)

Log in or register to post comments
JamaisVu's picture
Activity Score 408

Toshiba takes your dreams away?

Barbz's picture
Activity Score 93

I think the message is simple: No matter what, you'll get up. In my opinion, a very good concept that sells the product quite well.

BFB's picture
Activity Score 936

I think it's a good concept that's badly executed

capywriter's picture
Activity Score 5509

actually I think it's the other way round > bad insight, nicely executed :)
Taking someone's dreams away isn't very tempting to make me wanna buy this thing...

Yailes's picture
Activity Score 2

I guess I would not buy any alarm clock, but for sure I am not buying these clocks that wake me up in the middle of a nice dream. Don´t like the idea

marcomfouad's picture
Activity Score 204


Enas's picture
Activity Score 741

but it's a good dreammmmmmmmm

Others have seen what is and asked why. I have seen what could be and asked why not.
Pablo Picasso

Bob_sacamanno's picture
Activity Score 54

Great art and concept! A very fresh way to sell a "boring product", very good!

Joker's picture
Activity Score 85

Hahaha very nice..Love it, and very cool execution

mishkaa's picture
Activity Score 296

:D funny n new.......

Shanty Mathew's picture
Shanty Mathew
Activity Score 130

Smart? How?

"Advertising sucks... ever so gently."

"A good advertisement is one which sells the product without drawing attention to itself." - David Ogilvy

ODoyle's picture
Activity Score 260

Toshiba taking away my dreams!!?!?!? NO WAY MAN, NO WAY - you can't take a mans dreams away... no way man...

andré ™'s picture
andré ™
Activity Score 144

Even i like the art, it dosen't say anything about how smart it is.

theanc's picture
Activity Score 2783

As you've already said I think it's pretty dumb to sell something that ruins your dreams. Why not nightmares?


Barbz's picture
Activity Score 93

You are missing the point here: In a nightmare, you wake up anyway. It's the good dreams that keep you sleeping right? If I was surronded by all kind of women, I would never want to wake up! That's the idea right there...No matter how your dreams try to keep you sleeping, you will wake up. 'Cause after all, why you need an alarm clock for? For waking up when you can't. Pretty dumb? Don't think so.

theanc's picture
Activity Score 2783

Sorry man. I'd still prefer waking up in the middle of a nightmare than in the middle of a dream. But I get your point.


mnzm0069's picture
Activity Score 17

great concept but i think the copy ruined it.

Muhammad Imran's picture
Muhammad Imran
Activity Score 616

Advertising Agency: Talent, São Paulo, Brazil
Creative Directors: João Livi, Leo Macias
Art Director: Gustavo Nardini
Copywriter: Alexandre Catarino
Illustrator: Luiz Dias
Photographer: Gustavo Lacerda

Unexperienced workers are always come up with stupid critics and I can read here.

Bob Saccamano I like your comments.
Great art and concept, A very fresh way to sell a "boring product",

I'd like to say (FANTASTIC JOB) in a cap letters


picktokyo's picture
Activity Score 1404

It is done better before...

awenindo's picture
Activity Score 215


Guest's picture

Warning: Undercover Black Deeds in Japanese Corporations

Japanese companies are famous for their high-quality service provided worldwide.
Any partner of a Japanese company expects a discreet and trustworthy business way. Unfortunately, it doesn’t look as it seems.

In our case, Japanese corporations’ representatives working in Russia and the CIS have elaborated an excellent fraud scheme including money-laundering, kickback clients and employees, asset misappropriation etc.

The scheme runs as follows:

1. Toshiba Corporation serving as a cover generally doesn’t sign official distribution contracts in Russia and the CIS. Russian nationals such as Mr. Vadim Danilov (Toshiba fake official trader) are hired by the corporation. In addition, all transactions are based on pledging Toshiba managers’ word of honor.

2. “Official” supplier - NAC Trading Ltd. - delivering appliances to Media Markt Saturn, located in Moscow, doesn’t have any procuration from Toshiba Corporation.

3. Defective appliances covered by an insurance company are sent to Russia from a warehouse Kouvola, Finland as new ones via a fake Toshiba trader.

4. Toshiba Corporation issues invoices on official blanks in which written payment requisites of third parties (Nana Europe OY) responsible for payment transfers to Toshiba Corporation and MCLOGI (Mitsubishi Corporation LT, Inc.).

5. It is strongly recommended by the Japanese companies to make all payments using off-shore banks since Toshiba prefers not to be responsible for anything if its Russian clients have any claims and complaints.

6. So, there is a bundle: Toshiba Corporation (Supplier) represented by Mr. Natsume - MCLOGI (delivering service) represented by Mr. Baba - Nana Europe OY (Toshiba “agent” in Finland supplying appliances to Russia) represented by Mr. Ogawa - NAC Trading Ltd. (Nana Europe branch in Russia responsible for financial flows in Russia), at a final stage RCAS (a private company of Mr. Baba and Mr. Natsume) located in Estonia transfers the cleaned funds from off-shore banks to Toshiba and MCLOGI.

So, it has been shown the Japanese corporations use fraud schemes and transactions to snatch large sums and frame up hired managers and Russian big companies.