Car key

November 2006
 Car key
 Car key



Remember where it was last?

Advertising Agency: BBDO, Bangkok, Thailand
Creative Director: Vasan Wangpaitoon
Art Directors: Natee Likitsuwankool, Vasan Wangpaitoon
Copywriters: Juntiga Nasunee, Walita Jamornjureekul
Illustrators: Illusion Bangkok - Surachai Puthikalangkura
Photographer: Illusion Bangkok - Srimongkhol Pajonkeaw
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Mtl Dave's picture


Mtl Dave
Activity Score 274
PaulyG_fill in the blank's picture

I'm not sure I get it. I did an internet search on Giffarine Choline, and it's some kind of memory supplement. But why are there keys all over the place? These are all the places that you've left your keys in the past? In that case, shouldn't the copy be without a question mark?

Just askin'.

PaulyG_fill in ...
Activity Score 1148
ivan's picture

It demonstrates all the different possibilities the keys can be located. Maybe this ad requires a certain way of thinking. I got it right away and it felt good. :)

Creative Director at Ads of the World
Rog's picture

And THAT is THE feeling/moment we ad creators are all gunning for!

Activity Score 6068
Copywriter |

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

Joseph Campbell's picture

I agree. It should be a statement, not a question. Also, aren't the keys a little easy to find? Seems all you would have to do is walk into the room and glance around to find them. These would be better if you showed one set of keys in a peculiar place, like the refrigerator or inside the medicine cabinet. Don't think you really have to remember that hard to find them on the edge of the couch.


I've decided I lack certain enzymes.

Joseph Campbell
Activity Score 190
Creative Director |


I've decided I hate signatures.

hang-the-dj's picture

Spot on JC.

What kind of idiot can't see their keys right in front of them?

Forced and flawed.

Activity Score 1252
Rog's picture

Hang on, Hangman & JC.
Look at it again.
Instead of leaving/losing that bloody set of keys somewhere...
with a better memory, we will find them wherever they are...
i.e. everywhere!

Sorry, bros. This is great.

Activity Score 6068
Copywriter |

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

hang-the-dj's picture

Okay, I'm happy that you and Ivan got a lot from this ad, that's cool, whatever honks your hooter.

But, it is just too weird for me, the keys are not lost. I can't get past it - they are right there in front of you.

It's an ad for memory not eyesight.

Activity Score 1252
Thiago Aranha's picture

I think what the ad is trying to say is that if you take the "memory drug" you won't waste you're time looking for the key in a bunch of places, you go straight to were you left them... can anyone fllow my thinking? lol

I think the ad is illustrating the vision of a guy who is not "on" the product... so when he looks to the room he thinks in ton of places where he could've left the key...

At least, when I read "Remember where it was last?" and in the picture the key is everywhere, to me, it says "No, I don't remember, it could be anywhere. On the couch, kitchen, table, etc..." Then, if I use the product all the keys in the picture would disappear, leaving just one. Then I would say "Ok, now I remember. It was in the couch", for example.

Thiago Aranha
Activity Score 119
Copywriter |

Lorem Ipsum dolor sit amet...

sloppy4's picture

sweet, a product that will clone my stuff. the future is now!

Activity Score 1476
Besha's picture

happens to me all the time!

Activity Score 295
Art Director
Rog's picture

This is great thinking.
Instead of NOT finding those keys... they are everywhere!
Pure, simple, flipping brilliant thought/insight...
right there... under all our noses... all along!
I love advertising again.

Activity Score 6068
Copywriter |

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

sakibafridi's picture

*sniff* very nice.

Activity Score 167
Art Director |


B128's picture

help please.... I'm not familiar with this drug but if it does what I've read from your posts it does, then shouldn't it be a prescription drug and hence not advertised this way?

Activity Score 392
Art Director
Rog's picture

I can't remember.
I'll have to go and find my comments.
They're here... somewhere. :)

Activity Score 6068
Copywriter |

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

jungleraven's picture

bravo! great job guys...

Activity Score 291
Copywriter |

Sell the sizzle, not the steak.

Stigset's picture

great !!

Activity Score 1454
Art Director
Laurent's picture


Activity Score 279
General Manager at White Rabbit
otto54's picture

nery nice ad, it always appens to me...

Activity Score 381
Art Director |

Advertising pass, pasta remain...

me thinks's picture

Simple and clear.

me thinks
Activity Score 722
mrtalented's picture

simple and well crafted. bravo!

Activity Score 2169
Creative Director
A. J. SMITH's picture

This is ok.

A bit geeky but it works at least.

Activity Score 2818
ellehcimeo's picture

Once Nancy finally found her keys, went outside to start the car, she remembered that she drove it into the pool last night due to a brain hemorrhage she got from taking her memory drugs. Silly Nancy.
Will someone please answer that damned phone? The incessant ringing is driving me nuts.

Activity Score 3358
Art Director
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