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Twombl's picture

The typical "I want to win awards with an idea that shocks you because it uses an historical and untouchable drama".
Said that, good idea but I don't think will win important awards.
So the ad failed.

Twombl
Activity Score 180
Copywriter
everartz's picture

geez!!!

everartz
Activity Score 7613
Art Director |

| everartz |

ivan's picture

By the way here is a similar concept if you guys remember:
http://adsoftheworld.com/media/print/cobis_twin_towers

And, remember what happened to the Lego campaign?
http://adsoftheworld.com/blog/operation/apology_letters_for_lego

ivan
Activity Score 12
Creative Director at Ads of the World
lchiesi's picture

I dig into Cobis twin towers rather than this one. don't know, maybe to literal.

lchiesi
Activity Score 128
Copywriter
ellehcimeo's picture

I just don't think it's okay to exploit the events of 911 for anything. even if it's to save trees. borrowed interest.

ellehcimeo
Activity Score 3376
Art Director
A. J. SMITH's picture

Of course its okay, people use the titanic in ads don't they? Everything is fare game if you ask me. The ad incedently is, in my opinion, a 7/10. Not bad at all.

A. J. SMITH
Activity Score 2822
PaulyG_fill in the blank's picture

The Titanic sank 100 years ago. 9/11 is an ongoing struggle which continues to affect the world in devastating ways. I have to agree with most people here that this is not appropriate quite yet, although part of me wishes that it was because I actually think it's not a bad ad.

PaulyG_fill in ...
Activity Score 1148
Copywriter
A. J. SMITH's picture

Actually thats true, I suppose it is very recent.

It is unsensetive now I consider the victims families... yep. too soon.

Hmmm

A. J. SMITH
Activity Score 2822
ZosoMofo's picture

9/11 should never be used as an ad execution, it doesn't matter what country you are from. It's just not right.

ZosoMofo
Activity Score 16
Copywriter
balaazs's picture

i don't agree with you.
i think, that for a good cause (like saving nature) it's acceptible. imho this is a tasteful and well executed ad.
but i respect your opinion, of course.

balaazs
Activity Score 66
Copywriter
ZosoMofo's picture

"Tasteful" and "Well Executed" ???
I'm sure the families affected and every New Yorker would say the same thing.
Trying to save a couple of trees is way more important than respecting the numerous, innocent casualties of terrorism.

You'd feel differently if you had that memory burned into your mind.
This is not a good ad, and not tasteful at all.
It's obviously still a raw subject, and should not be thrown around lightly.

ZosoMofo
Activity Score 16
Copywriter
slim's picture

What about the families of the numerous, innocent casualties of natural disasters provoked by the changing global environment? What about the millions of lives that will be affected if we continue to dismiss attempts to solve the issue of global warming as hairy greenies more concerned about "saving a couple of trees" than solving real issues? I think most enlightened people nowadays appreciate the environment is something we are all going to have to confront. The message may be a tough one to swallow, and I'm not sure that S11 is the right analogy to draw given how sensitive an issue it is, but I believe their intentions were admirable.

slim
Activity Score 1047
Copywriter
Guest's picture

re: "What about the families of the numerous, innocent casualties of natural disasters provoked by the changing global environment?"

The global climate is ALWAYS changing. Always has, always will. We (mankind) have damned little to do with it. The way the last two unusually cold and snowy winters (world wide, north and south hemispheres) tie in so perfectly with the low solar activity the past two years, the primary culprit is now the SUN.

The unusually dense snow this past winter is the CAUSE of the flooding in the Red River right now. Don't let anyone con you into believing that anything is "warming"!

Guest
A. J. SMITH's picture

No. You're wrong, I agree with balaazs.

A. J. SMITH
Activity Score 2822
Jonny Lonestar's picture

Someone will say, "but it started a conversation...." ... yeah...

about taste, which is off-putting. Having been a fromer pro-environment lobbyist/activist, and having been very closely affected by 9/11. This ad does nothing but leave a bad bad taste in my mouth.

I am the first person to run out to help save some trees, but this terrible borrowed interest, insensitivity to very bad current events, and plain old bad idea.. (why would trees be blowing up?) You/they sure won't win any new friends with an ad like this. (if you weren't already an environmentalist, this ad will show you a lack of focus and context, and inevitably make you like the environmental movement LESS.)

this entire debate is retarded. sure nothing is sacred and all, but this is just ad-school garbage retardation.

Jonny Lonestar
Activity Score 282
Art Director
ellehcimeo's picture

totally agree with you. maybe not about the ad-school garbag retardation thing, but definetly borrowed interest. the trees aren't being blown up, they are being clear cut with nice sharp chain saws, blown up wood won't sell. i don't care if they are trying to show that "we" are terrorists to nature, which by the way isn't a bad idea at all, it's still borrowed interest and i'm sure they could have come up with something more suited.

ellehcimeo
Activity Score 3376
Art Director
trl's picture

do you breathe? Thank a tree!

trl
Activity Score 8
trl's picture

do you breathe? Thank a tree!

trl
Activity Score 8
slack's picture

I don't know. I think it's kind of cool. I mean, we all know how important trees are. About as equally important as 2,750 human beings. This ad makes sense. I'm definitely going to think differently about trees now. And I don't think we milk the bombing of the twin towers enough. That shit is creative gold.

Oh, and everything I said above is a lie. This ad is tied for the worst ad ever with whatever other ads use disaster imagery to pull some heart strings. I'd give a coupon circular from the local supermarket more applause than this stream of diarhea.

slack
Activity Score 18
Copywriter
ellehcimeo's picture

i have a crush on you now. thought you should know.

ellehcimeo
Activity Score 3376
Art Director
ivan's picture

My head is spinning!

ivan
Activity Score 12
Creative Director at Ads of the World
ellehcimeo's picture

oh ivan. i have a crush on you too!

ellehcimeo
Activity Score 3376
Art Director
ivan's picture

Michelle, don't make us blush! ;)

ivan
Activity Score 12
Creative Director at Ads of the World
slim's picture

Slack: Your razor-sharp sarcasm aside, I think it's acceptable to use analogies with the less palatable parts of human history when the issue at stake is of equal import. The recent Lego ads are an obvious example of when the issue/product does not justify comparison. I tend to think the above example is more justified b/c I see the environment as potentially more devastating to a greater number of lives than even S11.
Now go back to that supermarket coupon you're working on. I assume it's not printed on recycled paper?

slim
Activity Score 1047
Copywriter
A. J. SMITH's picture

I agree with you slim.

A. J. SMITH
Activity Score 2822
chintan ruparel's picture

i dont like this...9-11 shouldn't be brought back. besides, this is a lame idea according to me. im not saying don't create drama, im only saying do something different and un-heard of. it's very easy to explore past events and pass a reference off as an idea. this is only a personal opinion.

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

A. J. SMITH's picture

Actually, I agree with you too chints4u7, damn! I am so suggestible today.

Maybe the answer is not that its bad to use 9/11, but that its just too soon; i.e. its okay to use something like titanic (for example) because it isn't fresh in the mind... ?

A. J. SMITH
Activity Score 2822
trl's picture

is it powerful? did it get people talking? it did. so it reached its scope...that is what ads are supposed to do...and why not bring it back? let's just all forget about it? better keep it vivid in our memories, so it doesn't repeat itself on a larger scale and under different circumstances...

trl
Activity Score 8
chimie's picture

I think it really raises awarness but I donno how it can be true that "every day is a 9/11"??? I mean I would really read a body copy.. It just looks a strong headline without a real idea / meaning behind it.

chimie
Activity Score 156
Copywriter
advertisingenius's picture

The Cobis ad has been the only ad able to get away with a 911 reference so far. For some agencies...it seems like this is an easy answer for them that they believe is a good idea at the time.

advertisingenius
Activity Score 60
Creative Director |

I am a god, not "The God" but a god.

Mo's picture

to me... it's kinda forced...the copy is not that great/good either ... I didn't like the 911 link with the ad ( as I said it's kinda forced ). Looks like the first thought.
We expect better stuff from BBDO.

Mo
Activity Score 648
Art Director
Oren's picture

9/11 Should never be touched..
It's just wrong.

Oren
Activity Score 91
Copywriter
Besha's picture

Agree with Oren

Besha
Activity Score 295
Art Director
Filipe's picture

I disagree with Oren.
Why 9/11 sould never be touched ?
It's part of History.

Filipe
Activity Score 311
Copywriter
A. J. SMITH's picture

It's because it's part of history that we should be allowed to use it. I don't think that they should have refrenced 9/11 in the line, but only because by doing so you take away from the real message, which should be the enviroment. No one's thinking about that anymore, only the fact that 9/11 was mentioned. Is that right?

It makes for a weaker ad.

A. J. SMITH
Activity Score 2822
kc_brock's picture

this is horrible on so many levels.
insensitive. bad copy. & weak execution.

saving the trees is a great cause. but this ad may actually make people upset with the organization, rather than the people that produced it.

it's the worst thing that i've seen in a long time.

here's a youtube link to that other lego ad.
http://www.youtube.com/watch?v=dOF9RuP2OJA

kc_brock
Activity Score 703
Art Director |

rd

trl's picture

the difference being that lego wants you to buy smth whereas this organization wants you to be able to breathe in the future

trl
Activity Score 8
rikitiki's picture

As an american, i'm fine with it.

It IS history.....we see countless of ads using other disasters (titanic), wars (WWII)....why are people getting upset over this one? Would you guys be more comfortable if this ad ran 10 years from now?

Just because this disaster happened in OUR generation, we get all sensitive....GUESS WHAT?? there are countless of WORSE situations that have happened in history that are used in ads.

I WOULD EVEN VENTURE: the way we have treated this earth over the last 100 years IS MUCH WORSE than 9/11.

The ad draws attention, it has a good message....HUMANS ARE TERRORIZING THIS PLANET...good association....

humans are so selfish and over-sensitive....HOW DO YOU THINK NATURE FEELS about what we've done to it?

rikitiki
Activity Score 630
Copywriter
budibud's picture

ZZZZZZZZzzzzzzzzzzzz

budibud
Activity Score 128
Copywriter at Freelance |

Boediboed
Trying to retire ad-man

slim's picture

When you wake up, you might try offering helpful feedback.

slim
Activity Score 1047
Copywriter
ralph's picture

Advertising has pucked; tribes, peoples, cultures, religions and disasters all over the world. It was just a matter of time. And, it tickes me off when people claim an Ad is a copy of another because the image topic are the same...please? The Corbis Ad and this one are totally different.

If this happened in Africa would anybody say it was tasteless?

Nice Ad though...misery might be the new SEX sells.

ralph
Activity Score 70
Copywriter
tiny_wordz's picture

Slim and quackattack, you guys hav my money (which is not much by the way). Why shuldn't 911 be used? tasteless you guys say? what of the use of religion and cultural icons? What of the use of WWII and the holocaust? Pls let's all stop being sanctimonious (hope i spelt that right). everything else is usable except 911? spare me the bull shit hypocrisy! the situation with trees is that serious and any shock tactics that can be use should be (no holds barred). probably wen the world is 1 big pileof sand before you know that millions of lives (and not human alone) depend on the survival of the trees.

that said, the art direction is crap to me. and the line is weak. it could hav done so much better (would probably hav render most of the complainants speechless). period!

tiny_wordz
Activity Score 325
Copywriter
slimseni's picture

are some people trying to deny history here? playing on 9/11 shouldnt offend any one's sensibilities if it's done with a clean mind. the ad might not be fantastic but it shouldnt be attacked for moral reasons. i believe anyone critizing this ad on moral grounds is just myopic. afterall pictures of starvation,epidemic and war in africa have been used in exaggerated forms and nobody raised an eye brow.
ATH
(Always Trigger-Happy)

slimseni
Activity Score 85
Copywriter |

Ever wondered why 'Gorilla' won a 'Lion'(at Cannes)?

idrolitina's picture

9/11 is a tragedy, but it also a (contemporary tragedy) symbol, symbol of a bloody attack against innocents.
What's wrong to use this symbol to make aware people about daily attacks against nature?
As well as Hitler, Pearl Harbour, Hiroshima, Stalin, Vietnam war, even 9/11 is history by now (the dark side of human history)... Of course, history we are suppose to use with the maximum respect...

idrolitina
Activity Score 8
Web Designer/Developer
kandi's picture

Hey, I know the next ad in the campaign! It's a shot of trees in a gas chamber and it reads, " For nature, everyday is a Holocaust". Freaking sweet!

We all know the importance of trees but we dun do anything. At the end of the day, this ad won't change one bit of perception. Do they expect people to go,"Oh, poor trees!!!"? They will just get annoyed at the 9/11 link. I'm for shock tactics – if consumers are shocked into concern for the product, not at how the ad is done.

kandi
Activity Score 204
Art Director
slim's picture

The debate is not really over the look or even the effectiveness of the ad, it's over the appropriateness of using 9/11 to draw attention to the issue of global warming.

Personally, I think the ad's terrible - why are the tree's exploding? I thought they used chainsaws?? Maybe if it didn't suck so badly, ppl would be more tolerant of it's association with s11.

slim
Activity Score 1047
Copywriter
Jonny Lonestar's picture

OOOooo holocaust nice! Also they can get "all guerrilla" and picket funerals, signs read, "Trees die every day."

Maybe they can slip little direct mailers into IEDs so that after someone blows a bunch of people up at the market they'd get fallout news coverage. Or hell, why not just build the IEDs themselves, and put signs in the background "For trees every day is a tragedy." Or wild postings on gravestones, "trees die too." A screengrab from saddam's execution, except lay a tree in instead of saddam. "for trees, every day is an execution."

Yes we get it, what does this ad do to compel me to change it? nothing.

this is not worth any more time.

Jonny Lonestar
Activity Score 282
Art Director
Justin's picture

love the digitized effect

Justin
Activity Score 176
Art Director
Arisca's picture

So many analogies that can be made, such diverse imagery that can be used. Of course you go for the vile comparison. It strikes a nerve and apparently reaches its goal but wait, oh, it went over the top and everyone is talking about anything else. We shouldn't address nature the way men treat each other and I think the total lack of subtlety only shows how eager the creative team was to impress. Show some real stills of what is going on just about everywhere. If it doesn't speak for itself and shake people up, then this kind of easy cheesy appropriation (that blur, forchrisake!) most surely will fall flat on its dubious intentions.

Arisca
Activity Score 164
Copywriter
Lee Clow's picture

it's almost like selling your mom just to win an award.
stop smoking. use a condom. save the trees.
let's also stop being human while we're at it.

Lee Clow
Activity Score 46
Creative Director
PaulyG_fill in the blank's picture

I agree with most the comments here. I think it's too early for this kind of ad. But my biggest problem here is that (and some people have already pointed this out) trees don't blow up. The people working on this ad just figured out that trees kind of looked like twin towers, so they made an ad out of it, even thought it's incorrect.

I think this is a case of someone coming up with an image, and then trying to find a product to go with it - backwords!!

PaulyG_fill in ...
Activity Score 1148
Copywriter
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