Divorce lift

Published/Aired: 
November 2009
 Divorce lift
 Divorce lift

Description

A typical wedding photo was affixed to door lift doors in a law firm. Unfortunately, every time the doors opened, the couple split up. But help was at hand for everyone in the same position as soon as they stepped into the lift: a sign showed the name of the law firm and which floor the office was on.

Advertising Agency: g k k DialogGroup, Frankfurt, Germany
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Highest Rated

Guest's picture

You sir, are an uncreative douchebag.

Guest
satrianee's picture

If the client is woman: it hurts to see a wedding picture torn. It makes her consider her decision even.
If the client is man: No way he gets on this elevator.

It's a bold/dramatic idea, on which not a lot of thinking made.

satrianee
Activity Score 3734
Guest's picture

Seriously?

A person who reads this is not going to get all butt-hurt and take 87 flights of stairs because the wedding picture hurt their feelings.

I am so sick of people like you on here and read into the campaign in the most negative way. Leave your fucking sensibilities at home and get a sense of humor.

Guest
satrianee's picture

It's ok with me, i enjoyed it... But I'm not the target. And a client who needs a devorce lawyer can not leaeve his/her emotions just because you ask...

Once someone said: "always doubt the first idea coming to you! It can no way be any creative."

satrianee
Activity Score 3734
Guest's picture

Agree!! If a woman steps in, she will consider and might not divorce!! On the other hand a man will just step in and he might not even notice.

Guest
Guest's picture

ok i learnt about such campaigns in advertising school... even we at a beginner's level thought of it... first thought stuff... not saying its bad or anything... in terms of communication, direct and easily understood..

Guest
Guest's picture

I don't think there is any gender difference when somebody see this door.
After all Divorce must be the last thing the couple have to adopt.
And the idea is good..

Guest
Rabubi's picture

This idea should never have been approved. Not by the CD and not by the client. Elevator doors need a lot more thinking than they used to.

Rabubi
Activity Score 554
Copywriter
Guest's picture

You sir, are an uncreative douchebag.

Guest
JobstVonHeintze's picture

@satrianee: I agree, the message can only be a negative emotional one. In no way this is a creative approach to present the "selling points" of the lawyers business.

Even if this looks like a concept art yet (no german lawyer will use english language on his/her sign) and there are strict laws in Germany how an attorney/lawyer has to show a special qualification (either he has a special qualification, then it says "Fachanwalt für ..." or just topical interest then it says "Interessenschwerpunkt...") this concept addresses quite interesting a difficulty we have here in Germany when "advertising" law services. Attorneys are generally and strictly prohibited by law to advertise in any way their services.

So this concept gets 5 stars from me for "outmanouvering" this limitation by using the difference of interior/exterior of the lift - although it lacks the final creative touch and uses bad art (looks like "iCheapphoto" or the like...)

JobstVonHeintze
Activity Score 65
Photographer
jackmancer2017's picture

The happy faces of the couple are too much in contrast with the emotions of people in a divorce. (i mean, they still smile as they seperate). They should have used a sillouethe of a wedding couple without an emotion on their faces.

jackmancer2017
Guest's picture

So they should be mad on their wedding day? Really?? That is all the point, the difference between the happy faces of the first days and the reality of a divorce.

This is good.

Guest
mikeelrapido's picture

Nice

mikeelrapido
Activity Score 1921
Copywriter at Evo S.C. |

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chocolate1362003's picture

haha...

chocolate1362003
Activity Score 7
Guest's picture

clever thinking!

Guest
bobby666's picture

very basic but nicely executed.

bobby666
Activity Score 1448
RMG Connect, India
Guest's picture

This may not be the most original or advanced advertisement out there, but I hardly think it's going to produce the devastating emotional reaction some have predicted. As someone who very recently got divorced, if I saw this, I would have laughed and given serious thought to using that lawyer. Yes, divorce is emotional: I was a wreck and in some ways could barely function for two years while my life was in total upheaval. But it didn't completely sap my sense of humor. By the time we'd come to the point that we went to a lawyer, something that impersonal would never have hurt or offended me - quite the reverse, I would have been glad of the comic relief and would have given them credit for using something clever, especially given what JobstVonHeintze said about the laws prohibiting advertising for lawyers in Germany. And for those who might make assumptions about my gender based on that, I am a woman.

Guest
MADMEN's picture

"Guest | Wed, 2009-11-18 02:36

ok i learnt about such campaigns in advertising school..."

Learnt? Seriously?

MADMEN
Activity Score 25
Student
Guest's picture

I hate you, creative guns!!

Guest
Guest's picture

But I loved the ad!

Guest
oshe's picture

old, really old

oshe
Activity Score 848
Copywriter |

oshe.pb@hotmail.com

Guest's picture

Brand. F*cking. New.

Guest
oshe's picture

Its old, fuckin old. Believe me. I saw it whit a lawyer too and another brands. If i found the link (that must to be in this page) ill send you

oshe
Activity Score 848
Copywriter |

oshe.pb@hotmail.com

EGGO's picture

It's definitely around here somewhere. I've seen it. The concept of an elevator separating the couple is really circa 2004 or earlier.

EGGO
Activity Score 354
Other |

You have to hate advertising in order to truly love it.

silvi's picture

Realmente una abogada que trabaja en el segundo piso de un edificio puede usar el ascensor para hacer su promoción de tgal manera? No lo creo.

silvi
Activity Score 4134
Copywriter
mcfly's picture

Nice work, made me smile.

How many ads do that these days?

mcfly
Activity Score 50
Graphic Designer
ilovegreatads's picture

tell us the truth - what came first, the idea or the client?

ilovegreatads
Activity Score 312
Creative Director
Guest's picture

Cannes Gold!

Guest
oshe's picture

really? 40 years ago

oshe
Activity Score 848
Copywriter |

oshe.pb@hotmail.com

Guest's picture

The problem is the doors don't just part the couple - they reunite them, too, when they close. I would hijack the idea by placing a sign for a marriage counsellor on the outside, so it looks like they are getting back together.

Guest
dlue's picture

ahh awards fodder.... how much we push into that cannon of creativity in a simple hope of hitting something meaningful and gaining recognition.... if only it was something that would be good enough to not shoot out a cannon

dlue
Activity Score 342

cheers,
dlue

ericofthedead's picture

it's really creative, though it doesn't help the fact that divorce stinks

ericofthedead
Activity Score 64
Guest's picture

first of all this has been done. not for an elevator but for a business card. I think this idea is stolen. http://1.bp.blogspot.com/_SqhhJb_P3Kk/SPybHyCvUII/AAAAAAAACg4/LlY-YP0J...

Guest
nepstein's picture

This has been done so many times. Unoriginal and stupid.

nepstein
Activity Score 193
Parsons School of Design
rolling.stone's picture

I am laughing to see it, at least i wont be hurt to see it in real, unlike few people here

btw simple & direct

rolling.stone
Activity Score 2731
Copywriter at Delhi , India |

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G Saks's picture

I loved the ad!

G Saks
Activity Score 39
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