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Mischief Scissors
Mischief Scissors
Mischief Scissors

Long term campaigns position

Long term campaigns position the brand in consumer mind space, and then sell it. You can make as many ads based on an extendible idea. And I think this idea is extendible to some extent.

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22

I dont think this an

I dont think this an extendible idea, yes you could repeat the same over and over again with diferent words, but there is no place here for reinventation, you have very narrow posivilities. Also visualy and conceptualy is repetitive. So in long term, this wouldnt work.

I dont understand why these scisors are comunicating this. There is no concept relevant to the brand whatsoever. I know that the brand is claiming this tone as his one, but what you must understand is that if you want to put this in your portfolio, then you should at least know exactly why this scissors are saying this (must be a concept relevant at least, to the categorie)and who is the target.

I dont see a concept or a target here. I just see "funny" scissors ads.

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17

Ok Julian, I have committed

Ok Julian, I have committed a serious crime by being visually and conceptually repetitive.

I am afraid, you will hang Economist people if you look what they have done behind you.
http://www.epica-awards.org/assets/epica/2005/finalists/print/images/2...$.jpg
http://ettf.net/wp-content/uploads/2007/01/the_economist_trainee.jpg
http://adsoftheworld.com/media/print/the_economist_stuck_in_elevator?s...

There are more. By the way I am not at all comparing my work with The Economist. I only wish I could!

Dear friend, the world has moved from the 'product and its uses' era to the 'brand and its experience' era.
Thousands of companies are making push-up bras. But all girls want a wonderbra!

Lets talk about the 'utility' school of advertising.
Scissors cut things apart. Push up bras push boobs up (and then cause road accidents!). Cars take us from place A to B.

If that is so, We all should stop advertising. But what will Ivan do after that? Start a museum of ads?

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21

Theres no need to be

Theres no need to be sarcastic as i really enjoy discussing this issues as it helps us both to see advertising in a new way (and also i practice my freaking rusty english). I didnt intend to offend you.

Actually, i wasnt refering to a concept related to the product utility.

The campaing, is not repetitive, is the same example from the same thing, thats what im trying to tell you. All you could do with this is use obvious example to more forced ones. I found it boring in time.

The Economist (well at least back in the day) had a communication sourrounding a VERY STRONG concept. That was related intrinsencly to the brand. The art direction of that era was for visual impact and they performed rather well in that aspect. But every ad had a new and fresh idea, thats the difference.

This would be a campaing, if you show 3 different ways of saying "its fun to be..." but this are 3 examples of the same idea (and by that i understand that you would repeat this idea over time).

WonderBra, also works with a rather unspoken concept, "You get noticed" type it like you want. And that concept is related to the product, and in this case to his use.

I think that the ads are funny? Yes, but i just think thats not enough for a creative portfolio. The concept seems far fetched. I understand brand experience and is what i like the most, but here im not getting a point through, and after all the brand experience is there for a reason, communicating a message/concept/escence/ect.

I would like to know how you got to that claim/concept and why. I just dont get a good answer when i ask myself why is fun to be scissors or why you choose that message or why a that brand would choose it. In the case of both brands that you summoned here, the answer is convincing and real.

How do you got here?

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17

As you can see, Mischief

As you can see, Mischief Scissors are small or medium sized scissors and not the big ones ones used by tailors, target audience are school going kids or teens and even professionals or students of art. These people are creative, crazy, fun loving. Or at least they want to be. That's why there is 'it's fun to be...'

And also these people can see creativity and hard work in a nike advertisement where a marketing research professional can see only absurdly colored zig zag roads.

They have an eye and an ear for fun, emotions, naughtiness etc etc etc. Imagine a boy bringing a pair of Mischief Scissors to his art class. Immediately the mischief ad recall will come alive and he will be 'positioned' in class as humorous, creative, crazy, naughty and most importantly different and in tune with time. Imagine others wanting to buy Mischief Scissors! All this is not very easy and takes long term branding to position the brand. Three ads will not be enough.

What do you think about these Stabilo ads?

http://adsoftheworld.com/media/print/stabilo_highlighter_information_t...
http://adsoftheworld.com/media/print/stabilo_highlighter_economics
http://adsoftheworld.com/media/print/stabilo_highlighter_chemistry

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15

Your aiming to the right

Your aiming to the right target but i think that if you want to aproach "artistic/creative" people, this is not the right message.

I work a lot with child brands and this concept applies for a 7-11 aged boy, because for this target simplicity and straightfowardness is key. And the "fun" factor is a must. For a creative/artistic target, the concept is just shallow, thats all. Cutting words to make them sound funny, is funny for a child, but for someone older is just silly and irrelevant towards the product.

The key difference between your ads (i dont like them because i saw before a much better ad done earlier in argentina for Clarin that took the concept further and related to the target) and the Stabilo ads is that the concept comes down from the product itself, a highlighter is utilized to highlight the parts that you are going to use.

A simple way of saying it is, in the stabilos ad i could see a Highlighter as the product but in your concept i see kids, energy, aspirational but no message relevant whatsoever to the scissors.

I understand that in a real market situation where no scissor is taking the place you are, over time and with good comunication (and different executions to reflect the "is fun to be" concept) you would get results. But i think that for a creative portfolio, the concept should be more insightful than "lets make it fun for kids" and more relevant to the product. Is a concept that could work for pens, for clothes, for almost anything that was focused on your target and that also was used for a while here in Argentina by a small clothes brand.

I mean, with clothes many times you are forced to claim a neutral message that any other brand could (but did not at the time) in order to diferenciate yourself, and what is good or bad, but i think that you could find something better for scissors.

pd: i saw you portfolio, whats up with the hind anti age reference (in fact is the same image) for ipod?

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22

It's very refreshing to see

It's very refreshing to see argument that's not just for the sake of argument here. Discourse based on insights, facts and structured thought processes makes for much more engaging reading than the typical "It sucks" retort. Good one guys.

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16

Reading all the above i can

Reading all the above i can see both points. Julian has a good point in the fact that it is the same ad 3 times, it's just a change of line, and it would be good to show the 'fun' aspect a few different ways, however i like these, they're simple, short and sharp (no pun intended) and make you smile. They're not award winners but for your book they're a nice campaign.

The only thing i'd say is that scissors are tricky as they all do the same at the end of the day, much like pens and as you said highlighters. In which there needs to be something about the product or brand that sets it apart, if in this case it's the brand that's more fun etc. then i think what you've done is fine.

If you like it keep it in, my opinion is do the work that you like, and find the agency that works in a similar way otherwise you'll change your work so much all the time to please so many different people.

A

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17

This is good work. I love

This is good work. I love the tag, and I hate most everything. But you have an opportunity to do something outstanding. Just push the lines a bit more. Dick, Bra, Ass smacks of first thought/junior thinking.

Good luck

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15

I see that as being the

I see that as being the point. I'm not gunna accuse Jaggy of 1st level thinking here because the whole point of the joke is to be playful, michevious, fun...i.e. juvenile :) I dig it :)

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8

changezi really cool and

changezi
really cool and very creative! the idea is such that the copywriter can keep playing with it but still avoid getting it boring! also the ad is a thought provoking one i mean the reader can't help looking at it untill he makes the sense of the sentence. interesting!

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19

I'm not sure with Jaggy, but

I'm not sure with Jaggy, but I agree with Julian.
If this scissors ad towards kids, it doesn't really fit as the words 'ass' and 'dick' is displayed. I think it is quite fun as a joke, but as an ad, it doesn't serve really well. It is a tad funny and nothing else.

Just a personal opinion, not the universal truth.

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15

No Picktokyo, you are right.

No Picktokyo, you are right. It's a universal truth. These words don't quite go with kids. I have mentioned somewhere in these comments, I have to work upon these lines. Thanks for pointing that out!

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17

I hate copied ads! haha what

I hate copied ads! haha what a fake. Just read on.

This creature signs up 11 hours 4 mins ago and sees following ads (all by me)... Mischief Scissors, Coca Cola & FROXX (his track record told me that), and writes some shit (that of course doesn't matter :-) ). And feels good about it.

Believe me, it feels so great to know that some loser around you is dying with envy. :) :) :)

Hey Loser! I have just one thing to tell you. 'Go to your room and slap yourself thrice. Once for each comment.'

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16

Nice idea... and, yes, it

Nice idea... and, yes, it does have legs. The scissors just have to always do mischevious things. Could apply to cutting out shapes in pictures for that matter.

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17

Ok. I am happy with my

Ok. I am happy with my copied ads. Anyways nobody told me yet that this ad is copied from somewhere. Or my any other ad for that matter.

Can you just paste here the link of the ad you think I have copied it from? Or are you just jobless and making a noise? Chill man, don't die!!!

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14

You seem to have a problem

You seem to have a problem with Jaggy. You've only commented on his posts in, may I say, barely understandable english. What's your problem?

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17

hahaahah killer shit dude! i

hahaahah killer shit dude! i loved it!
but seriously..... such ads for a product like siccors is uncalled for & will attract a lot of controversy!

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8

FUCK ME my hand is tired

FUCK ME my hand is tired from scrolling down the page. I like the concept, personally it doesn't matter that the idea would be essentially repeated with only a slight change of text. This is the type of ad that i would look forward to seeing each time especially if it was cleverly executed and made me laugh. The changes do not have to be ground breaking to make them work, subtle but clever changes work just as well, and its the simplicity of this which makes this work. It could have a long life because of the endless phrases and sentences possible, as im sure you have realised by creating this. One thought u might consider is maybe using recognizable text or song lyrics just to give the ads that extra depth or to give the consumer/viewer something to relate to??........ A breath of fresh air to see a good discussion rather than non constructive comments, however, lets not get hung up to much on the seriousness of the target audience ect. Instead take this work for what it is, a simple clever piece of advertising. After all advertising is considered to be generally a fun industry which doesn't usually take its self to seriously. Its obvious that this ad works by the majority of positive feed back it has received so keep up the good work.

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34

Hi! I like the idea, yes,

Hi!

I like the idea, yes, but unfortunately brother, it's been done before. The same idea, however, for an adhesive, Fevicol.

The company booked two pages in a magazine. One page had half a word, the other page had the fevicol logo. The idea being that half a word got stuck on the other page. It's pretty much the same idea you got going here, however, it's for a a pair of scissors. Frankly, it worked better with the adhesive interactive. :-)

Good going though. This is still decent stuff.

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9

Can I see the Fevicol

Can I see the Fevicol creative you just mentioned? And also, can you please rationalize the thought that this idea works better for an adhesive than for a pair of scissors?

And by the way, were you just trying to say that my thinking patterns match with those of O&M? Well, that was so nice of you :-)

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7

Some people??? Are you

Some people??? Are you kidding? You should have said, "Everyone is amused easily."

The fact is that it's very difficult to amuse (some) people. And they are so few... :) No offense, and also reminding you of our Pepsi treat ~ due with CIA dudes!

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15

everything has been done

everything has been done before. sex has been done before. guests have commented before. insanity is rampant. hopeful display of knowledge is done before, to death. so apparently there's no need to swear my friend :)

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15

Cute and clever. Think the

Cute and clever. Think the first and second work better than the third. It just doesn't read as naturally as the other two.

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7

Actually, I'd like to

Actually, I'd like to elaborate a bit more.

The reason I love this idea is because it plays so well on the product attributes and the brand name at the same time. Sure to build recall in the consumers' minds.

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20

The concept is simple, quick

The concept is simple, quick to the point and hit the appropriate brand personality. I love it. There's something does not feel right about the execution though... I feel it does not compliment the idea (where it makes it even better). However, execution can be quite a subjective matter.

Overall it's a thumbs up for me.

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16
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