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Jason

Campaign
Agency Network: 
Published/Aired: 
August 2009
Baygon:  Jason
Baygon Print Ad -  Jason

Also From This Campaign 2

Description

Print advertisement created by FCB, Brazil for Baygon, within the category: House, Garden.

Caption

Fight your worst fear. Use Baygon.

Advertising Agency: Giovanni+Draftfcb, Brazil
Creative Directors: Adilson Xavier, Cristina Amorim, Fernando Barcellos
Art Directors: Felipe Gomes, Marcelo Lobo
Copywriters: Rodrigo Dorfmann, Fábio Penedo, Daniel “Japa”
Photographer: Gustavo Malheiros
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Highest Rated

Arkadiusz's picture

Yeah, it is a typical festival work, with the great chance of the award. 10 for creativity.

However from the other side it is a bit "IQ-test-ad" (it's not completely clear for everyone), and people aren't devoting enough attention and cognitive stores to rading ads, they aren't searching for the veiled meaning - they want to easy get clue. It is our task "to sell" message that will be understandable at first glance, without deeper analysis and not counting on audience's involve (particularly in case of products which don't have the great value or particularly emotional character). Perhaps the most difficult aspect of our work is to combine the brilliance of the idea with it's intelligibility. I am afraid that this really nice, very creative ad will not be so effective on the market, like at festivals.

So if we are judging this idea as a kind of art, it,s brilliant, but if we are looking on this ad as the "working tool", I'm not so convinced...

Arkadiusz
Activity Score 1275
Other at Agencja Reklamowa Anny Turkiewicz / Anna Turkiewicz Advertising Agency |

Anna Turkiewicz Advertising Agency
imagination powered by knowledge

Reality Check's picture

Where's Freddie?

Reality Check
Activity Score 2549
Guest's picture

I love this one

Guest
Guest's picture

what the heck is Baygone? I don't understand this ad.

Guest
ivan's picture

Baygon kills bugs and rodents.

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

Seriously?

Guest
Guest's picture

Are u from mars?

Guest
Guest's picture

CANNES MATERIAL!!!
GREAT!!!

Guest
Arkadiusz's picture

Yeah, it is a typical festival work, with the great chance of the award. 10 for creativity.

However from the other side it is a bit "IQ-test-ad" (it's not completely clear for everyone), and people aren't devoting enough attention and cognitive stores to rading ads, they aren't searching for the veiled meaning - they want to easy get clue. It is our task "to sell" message that will be understandable at first glance, without deeper analysis and not counting on audience's involve (particularly in case of products which don't have the great value or particularly emotional character). Perhaps the most difficult aspect of our work is to combine the brilliance of the idea with it's intelligibility. I am afraid that this really nice, very creative ad will not be so effective on the market, like at festivals.

So if we are judging this idea as a kind of art, it,s brilliant, but if we are looking on this ad as the "working tool", I'm not so convinced...

Arkadiusz
Activity Score 1275
Other at Agencja Reklamowa Anny Turkiewicz / Anna Turkiewicz Advertising Agency |

Anna Turkiewicz Advertising Agency
imagination powered by knowledge

Guest's picture

You bring up a good point, Arkadiusz, but look around you. How many entries on this site or in Luerzers Archive magazine are self-indulgent—whether they are done, because the agency is wanting to add another award to their shelf or because they felt the campaign had so much potential, yet the suits with all their numbers and their lack of creativity turned away a good idea.

I love advertising, but it seems as though the people inside of it are starting to become their own worst enemy. I honestly got a laugh out of this ad and understood it, but my neighbor who may have a battle with pests or people at my job and my friends, would they be able to look at this ad, remember it, and be able to understand the product better and actually use it or would they simply say "Nice picture" or "I don't get it."

LOL! I will stop now. The fact that I am ranting is pretty sad and on top of that, I don't know what the solution to all of this is. I am in agreement with you though, I enjoy this ad from a creative standpoint and it may win some awards, but is it effective? What will it solve? Only time can tell.

Guest
Guest's picture

Absolutely true. If you don't 'get' who the characters are it loses a lot of meaning. Is her 'partner' dressed up for some reason? Is that some sicko killer attacking her but why is she more afraid of 'something else'?

Plays a bit too 'in joke' and as such doesn't 100% do its job of selling the product.

Guest
wild_fire's picture

nice! funny!

wild_fire
Activity Score 91
In1dmag's picture

clear and funny

In1dmag
Activity Score 78
adfreak06's picture

cannes for sure

adfreak06
Activity Score 140
alexander_bickov's picture

Nice idea

alexander_bickov
Activity Score 3281
premc's picture

good one ! nice thought !
7/10

premc
Activity Score 917
Graphic Designer at Web Designer/Graphic Designer |

radical

SoCH_TO's picture

good work !!

SoCH_TO
Activity Score 970
Art Director |

Live with Passion

shahidali's picture

will work for the brand and get critique's applaud. well done team.

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

Guest's picture

Dont u guys think it should 'Either fight your worst fear. Or use Baygon.'
Maybe i just didn't understand.

Guest
Guest's picture

The idea is that the popular icons of fear are less scary compared to the little critters that run around your house :)

Hence those bugs are ure worst fear and u should use baygon to stomp em out :3

I think its a really good ad because we can take into account that baygon has very strong brand recognition and its a well established brand name. (at least in singapore)

And while this ad might not work too well in outdoors save for certain areas on printed material this fits just right :)

Guest
Guest's picture

i agree with Arkadiusz.

Guest
Guest's picture

GREAT STUFF

Guest
gbl's picture

amazing stuff.

gbl
Activity Score 451
Copy
HateOnDave's picture

ha, clever

---
www.hateondave.com

HateOnDave
Activity Score 50
Guest's picture

This ad isn't as clear and effective as the ad with the Scream character. Is she screaming because he's captured her? Hmm. At least in the Scream version she's hiding behind the bad guy, so you understand the connection better that he's her protector.

Guest
Guest's picture

Cannes

Guest
Guest's picture

i have the same ad. we did it in 2007 in FCB Argentina and won in the FIAP 2008.

Guest
punit.rathor's picture

good concept!!

punit.rathor
Activity Score 230
Art Director at Advertising Agency
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