Kitchen

Campaign
Agency Network: 
Published/Aired: 
July 2011
Australian Gold:  Kitchen

Description

Print advertisement created by DDB, Chile for Australian Gold, within the category: Health.

Caption

Sunless tanning

Advertising Agency: DDB, Santiago, Chile
Excecutive Creative Directors: Matias Lecaros, Simón Subercaseaux
Creative Director: Eddy Fernandez
Art Directors: Tomás Garín, Matías Lecaros
Copywriters: Felipe Ararya, Felipe Hernandez, Maria de los Angeles Contreras
Illustrators: Amazing, Gonzalo Arevalo
Photographer: Amazing
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Highest Rated

Nike Diesel's picture

Wow. Nice idea! Good execution.

Nike Diesel
Activity Score 13708
Art Director
Taylormade's picture

Pretty simple and smart.

Taylormade
Activity Score 406
Ron Burgundy's picture

kinda wondering why you guys didn't go with a career woman, instead of a stay at home. Sunless tanning seems like something a woman without any time would use...besides that, im sure the homemaker aspires to like the career woman....feels a tinge sexist....but i like what you did with the art direction over all.

Ron Burgundy
Activity Score 1626
Art Director at Southern California
atb2005's picture

@JustAnOpinion

I disagree. To choose sunless tanning you don't necessarily have to be someone who's uber busy, that is without any time. Sunless tanning is also - and mostly - used by people who want to simply avoid sun burn or possible skin cancer. That said, I would have chosen a different location for the woman. Why show a kitchen? As if that's the place where women belong or spend the most time. Vis a vis the other ad, I am yet to see a straight guy (unless he is metrosexual or uber vain) use a sunless tanning lotion. Overall, good execution. I am not so keen on the concept though.

atb2005
Activity Score 13547
Ron Burgundy's picture

i wish more people on here would state a point as professional as you just did there

Ron Burgundy
Activity Score 1626
Art Director at Southern California
bhuvneshwar.chd's picture

smart advertising.

bhuvneshwar.chd
Activity Score 989
Graphic Designer at artist, illustator, designer |

"If you are irritated by every rub, how will you be polished?"
— Rumi

dean viii's picture

Very nice. I think you're overthinking the comments about where or who should be using it. Putting her in a kitchen isn't a 50s female stereotype, at least in this execution. People actually do use the kitchen, professional or not. Besides, the location is simply showing that you can tan indoors. They just happened to pick the kitchen.

dean viii
Activity Score 1702
Creative Director
Ron Burgundy's picture

It's just a snap shot opinion, and....besides....I don't remembering curing cancer lately...so who the hell am i?

Ron Burgundy
Activity Score 1626
Art Director at Southern California
Taylormade's picture

This is only getting 6.1? Tough crowd.

Taylormade
Activity Score 406
Nike Diesel's picture

Wow. Nice idea! Good execution.

Nike Diesel
Activity Score 13708
Art Director
Helena_GJ's picture

Great execution, but I actually think it is kinda sexist.

I don't think setting the girl in the kitchen and the man in the garage it's random. It is not.
It seems that if the woman would be the one fixing the motorbike or the man cleaning the glass wouldn't be believable. And that's the problem about sexist advertising. Little details that make the difference, after all.

Because of this I didn't realise at first what the product nor the concept were.

Helena_GJ
Activity Score 4

--
http://comunicacionenfemenino.wordpress.com/

Interested in communicate with woman speaking in their language

Drogag's picture

see art ... little sunlight ...

Drogag
Activity Score 112
Creative Director
andylefty's picture

Very immediate.

andylefty
Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
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