Agency Network: 
Published/Aired: 
July 2010
3M:  69
3M Print Ad -  69

Description

Print advertisement created by Ogilvy, United States for 3M, within the category: Industrial, Agriculture.

Caption

3M Scotch. Permanent double-sided tape.

Advertising Agency: Ogilvy & Mather, San Jose, USA
Art Director: Roberto Leitón
Copywriter: Ronny Villalobos
Photographer: Tadeuz Jalocha
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ÖzgürBeyinFikirleri's picture

It's brillant, it's wonderful!
David Ogilvy must be very happy in his bed...

ÖzgürBeyinFikirleri
Activity Score 48
Copywriter at WBR İstanbul
Guest's picture

Great. Congrats.

Guest
Guest's picture

It' s better 96 than 69!
BOOOARINGGGGGGGG!!!

Guest
pwizzle's picture

i get it, but i don't get it.

pwizzle
Activity Score 17
Copywriter
Guest's picture

Please explain!?!

Guest
andyStock's picture

I don't get it?

andyStock
Activity Score 666
Kswizzle's picture

In the states, 69 is a sexual slang term meaning one person is up and one person is down .... and I guess the leap this ad makes is that the tape is double sided.

It's a fun visual realization that the tape dispensers make this image, but it's hard to believe that it ran.

Still cool though.

Kswizzle
Activity Score 36
Home Front Communications
CommandZ's picture

Love it. Brave client.

CommandZ
Activity Score 2387
Creative Director
sirvan's picture

And you really think this actually ran?

ROTFLMAO...

sirvan
Activity Score 29754

+++

"I love some things, and don't love some other things."

Galo's picture

Like it, but not in love with it.

Galo
Activity Score 442
Copywriter
benihana77's picture

I suppose it's "brave", but that concept is realllllly over-reaching.

What would have been better is if there was a (visible) strip of the double-sided tape down the middle, and the "6" and "9" were stuck to it on either side, demonstrating the double-sided nature (and relative strength) of the tape, and re-emphasizing the sexual wink.

This seems a little hurried.

benihana77
Activity Score 82
Graphic Designer |

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
http://benpaddockdesign.com/ihadathought/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Jumpp211's picture

I totally agree. Would have made mucho stronger without inhibiting the visual.

Jumpp211
Activity Score 4
Creative Director |

Jumppy

Billoughsby's picture

Frankly, I doubt that there is any sexual reference here. The purity of the visual makes it work, whatever the case.

Billoughsby
Activity Score 5140
Art Director |

That's it.

Guest's picture

Seriously? 69 isn't a sexual reference? I doubt you know what you're talking about.

Guest
Billoughsby's picture

You're a guest here. Doubt away. your vote doesn't count.

Billoughsby
Activity Score 5140
Art Director |

That's it.

Billoughsby's picture

.

Billoughsby
Activity Score 5140
Art Director |

That's it.

Guest's picture

hmm man.. im 16 years old and i get it but is boring ...

Guest
huh's picture

i like it, there is a clear reference and without the ref also it works. Good work...

huh
Activity Score 18
Copywriter |

--
((((()))))

Guest's picture

If people have to think more than 3 seconds they flip the page. This is just a "witty" ad intended for ad people, a visual pun. Who cares.

Guest
cef's picture

And by the way; i was thinking that "69" means "69" in all languages. I see that its not. Is it?

Beside this cultural thing; It would be better if those products stick each other. Or maybe it shouldnt seem like so much "69".

it would be better if the products are not vertical but horizontal.

cef
Activity Score 505
Copywriter
Jumpp211's picture

Horizontal wouldn't read nearly as well.

Jumpp211
Activity Score 4
Creative Director |

Jumppy

Guest's picture

mmmh ambiguity

Guest
the_lizard_king's picture

Wot? I mean yeah the tapes form a 69 shape but the copy doesn't relate the sexual connotation to the artwork in any way. I personally feel the thought it good but the copy could have been far better to actually create the desired zing.

the_lizard_king
Activity Score 1243
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

riyelam's picture

I think the idea is about value. Both side of the tape is same in quality as the both symbols r numbers. I think there is nothing related to sex.

riyelam
Activity Score 366
Graphic Designer at Linc Pen & Plastics Limited
KynK's picture

Very simple and understandable. Does it go with the brands understanding and communication? So so...

KynK
Activity Score 20
Planner at TBWA/ISTANBUL
Guest's picture

perfecto

Guest
Rare View's picture

it is related to sex, but in a good way.. nicely done..

Rare View
Activity Score 28
Art Director at Indohome
paumarques's picture

jej.

paumarques
Activity Score 1282
Copywriter |

Pau Marquès
(+34) 670 36 79 83
blogdepaumarques.blogspot.com

Guest's picture

Sticky on both sides...get it? Points for cleverness, but yeah it doesn't sound like 3M's brand. Aerosmith's maybe. And unless there's some weird use of 2-way tape I'm too sheltered to have heard of, doesn't sound like it connects with consumers in any meaningful way.

Very student portfolio. But still, elegant & clever.

--Jordan

Guest
Ed Rapport's picture

push the envelope why don't you.. great.. is this a one off or is there a campaign?

Ed Rapport
Activity Score 712
Copywriter at Bookshop Ads - Advertising Portfolio Workshop - Copywriting
Guest's picture

it's an alright idea, it's working. but the 69 thing, i find it a bit cheesy. i don't think it's a clever joke and in my opinion it lacks another stronger layer in meaning- i think it's so flat. it's okay-attractive, you see this thing, two scotch tapes in an unusual position, alright. it seems like an enigma, and then you see it's 69. you go, 'uh..' it's not interesting anymore. you may ask: does it have to be complicated to be clever? of course not. i think clever and simple is stronger that intricate and detailed and complex. but this one lacks that 'clever' part. is this really the best you could come up with? i believe that this one might only be your plan B in your sketches and just another option in your many many choices. and that's all. lacks the power to be the actual one.

Guest
Guest's picture

they fact you al commented on it means it wasn't so boring now was it.... all i am saying. All the Ad has to do is sell tape and it does that.

Guest
Guest's picture

Really nice!! i like ads that have ambiguity! Good work!

Guest
velle's picture

all i see is, 69 in the sexual sense, but i dont see anything doublesided or permanent implied in there

velle
Activity Score 1526
Copywriter
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