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Agency Network: 
Published/Aired: 
March 2008
RSPCA:  Towel
RSPCA Ambient Ad -  Towel

Description

Ambient advertisement created by Saatchi & Saatchi, Australia for RSPCA, within the category: Public Interest, NGO.

Advertising Agency: M&C Saatchi, Melbourne, Australia
Creative Director: Steve Crawford
Creatives: Murray Bransgrove, Sandra Galiazzo, Doogie Chapman
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Highest Rated

BOOBJOB LOOBCANNON's picture

I second that. I like the ad a lot, but the line is not natural. Looks like a translation, but it isn't.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

sumsum's picture

to communicate water shortage with a towel is ok. but the line tooo constructed and the credibility suffers from that. another idea may work better.

sumsum
Activity Score 613
copywriter
Jet Propulsion Lab's picture

I've never heard someone say the line is "too constructed" when critiquing an ad. What does that mean exactly? And the credibility suffers because of how the headline is written right now?
This is one of those ads that makes a brutally clear case about the issue at hand and tells it in a very direct but creative way.

I see the visual, I read the headline, I understand the message and I might even be compelled to act in response (by calling the number provided.) That, my friend, is the true definition of a well-"constructed" advertising.

Jet Propulsion Lab
Activity Score 10679
Copywriter
sloppy4's picture

the headline does feel constructed. it doesn't flow or sound like something a person would say.

sloppy4
Activity Score 1492
Jet Propulsion Lab's picture

Not every headline has to be written in a colloquial form. The line here is simply "stating" the problem. And it feels very appropriate to the subject matter the way it's written. You don't need to water it down by making it sound "street" so people may digest the message a little easier.

But my main beef about your comment is when you said the headline "doesn't flow." So, lemme ask. Which part of the headline feels so disjointed that it eludes your comprehension of it?

That said, it would've been grammatically correct if they'd said ".... many Victorian animals will this summer." But hey, last time I checked, we're in goddamn ADVERTISING!

Jet Propulsion Lab
Activity Score 10679
Copywriter
sloppy4's picture

it's friday jpl. have a smoke.

re: the ad. you don't find saying "on this tea towel" the least bit clunky?

sloppy4
Activity Score 1492
Jet Propulsion Lab's picture

Dude, I quit.

To be honest, I don't know what a tea towel is. (I'm guessing it's the same as a "dish cloth?") We definitely don't drink a lot of teas over here, do we? I but I guess (for the purpose of the ad) it's much better than using a bath towel or beach towel. Because the smaller and less thick, the more urgent the message will be.

Have a good one, Burns!

Jet Propulsion Lab
Activity Score 10679
Copywriter
sloppy4's picture

you too.

sloppy4
Activity Score 1492
BOOBJOB LOOBCANNON's picture

I second that. I like the ad a lot, but the line is not natural. Looks like a translation, but it isn't.

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

john doe's picture

too constructed - too far-fetched

john doe
Activity Score 1571
Art Director
BOOBJOB LOOBCANNON's picture

I like it. Was confused by Victoria, thinking it meant from the Victorian era, but I see it is from Victoria the place. Makes sense now. I like it.

Baloony

BOOBJOB LOOBCANNON
Activity Score 1838
Other |

We're going to need more lube.

jazarah's picture

not bad

jazarah
Activity Score 1262
poojagadodia's picture

http://www.watgame.com
its not attractive ...might not hold the attention.....good but could be better...:)

poojagadodia
Activity Score 194
Salet's picture

The idea is great. I don't agree with the art form and think the copywriter should have spent a few more hours on the line, but again, great idea.

Note it now that you'll see this idea again, executed better, probably for water deprived orphans or something.

Salet
Activity Score 288
Copywriter
copywriter_n's picture

the line didn't really get me to the point...
but the idea's good, took me a while to get it

copywriter_n
Activity Score 52
Bangkok
FlyingDogs's picture

Lovely!

FlyingDogs
Activity Score 968
Copywriter
Rog's picture

Speaks to Australians (living in that particularly dry part of Oz) bewdifully.
Rest of yous drongos, rack off! ;)

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

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