Agency Network: 
April 2010

Print advertisment created by Ogilvy, France for Xanlite, within the category: Electronics, Technology.

Why waste energy ? LED technology bulbs : same light, 95% less electricity.

Advertising Agency: Ogilvy and Mather, Paris, France
Creative Director: Chris Garbutt
Art Directors: Emmanuel Bougnères, Martin Darfeuille
Copywriter: Edouard Perarnaud
Illustrator: Kristof Luyickx

Comments (21)

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miko1aj's picture
Activity Score 3086

It's quite nice idea, but this particular execution is not legible. It's not clear that the teacher explains letters to this creature. The rest of campaign is quite ok, though I'm not a very big fan of this illustration style.

Guest's picture

ok. no perdis el temps. bona ilu.

TommyO's picture
Activity Score 1866

I don't get it. Why does he teach letters to a crab?

Guest's picture

To say he's wasting energy. If you see the rest of the advertisements in the same campaign, it becomes clear.

bauer's picture
Activity Score 126

I have to see the rest to understand? Are these sequenced ads?

capywriter's picture
Activity Score 5509

that's exactly the point this ad is making... why put your energy in teaching letters to a crab, it will never learn them to read or speak...

Adaddicted's picture
Activity Score 3435



Geimima's picture
Activity Score 824

just analogy..

life is a playground

Guest's picture

not great, a bit far-fetched.

bobby666's picture
Activity Score 1460

ok stuff.

Guest's picture

It needs a cleverer line to tie it all up...although the line "why waste energy?" appears the obvious logical and simplest line to get to the point, it actually needs more of an explanatory line. Otherwise the idea just borders on potentially a nice idea. But doesn't necessarily have the conviction to be a great idea.

Dzsoi's picture
Activity Score 8532

Kind of like this crazy idea, blind man is the best, most easy to get.

sloppy4's picture
Activity Score 1492

the premise of equating one's personal time/effort to the energy of a light bulb doesn't work. but congrats on selling them all to the client.

bauer's picture
Activity Score 126

this is the worst of the four
I kinda like the other three

dollypoppin's picture
Activity Score 1423

I like the idea they used here, but it's not that great.

"Nihil sub sole novum"

Guest's picture

Aha. If you do something, nobody would do, you wast energy, you'd get if you drink this.

Shouldn't it be: With this drink you get so much energy, that you even can waste it?

Dzsoi's picture
Activity Score 8532

What drink dude? :) The one you have drunk? It is an electric bulb!

Minerva Pinto's picture
Minerva Pinto
Activity Score 1394

I like the illustrations, but the concept isn't really clear... at least to me. I can only get a small sense of what's happening when looking at the other's in the series, but that's not how it should work. Maybe I'm just missing something.

Guest's picture

3rd Quarter Miami Ad School!

v0the0kwc's picture
Activity Score 141


Guest's picture

Are you sure that it is not with the miami ad school's students that you are wasting your energy??????????