Marks - The Commander

November 2017


Cicatricure is a cream that facilitates the disappearance of scars. The idea is to show the memories that are marked and can´t be eliminated: for the rest of the marks there is Cicatricure.

Print advertisement created by Brother Ad School, Argentina for Cicatricure, within the category: Health.


Erasing marks than can be erased

Advertising School: Brother Ad School, Buenos Aires, Argentina
Art Director / Illustrator: Victoria Kociman
Art Director: Franco Dagotto
Copywriter: Arnaldo Aldana
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Fran Luckin's picture

I had to read the description under the ad to find out what the product was, and until I did that the ad didn't make sense. I think it would be easier to get the idea if the copy used "scars" instead of "marks." We generally talk about psychological "scars" rather than psychological "marks."

Fran Luckin
Activity Score 17
Chief Creative Officer at Grey Africa
Fran Luckin's picture

This execution is slightly less clear to me. It's not immediately evident what the commander is doing here. Apart from wearing pink boxer shorts, which isn't in itself sufficiently scarring. Is he stripping?

Fran Luckin
Activity Score 17
Chief Creative Officer at Grey Africa
Charlie Wilson's picture

I think that these are great visuals, but it took me a while to decode what was going on.

If you're product removes physical scars, why are you doing ads all about mental scars? I know you're doing it as a joke to say that however awful your mental scars, at least physical scars aren't a problem - but the immediate outtake is that you are advertising a psychiatrist who will remove your unpleasant memories.

I'd suggest you either change the product, or you concentrate on depicting the stories behind the physical scars.

Charlie Wilson
Activity Score 11
Chief Creative Officer at OgilvyOne Worldwide
Corey Cruz's picture

I wish the campaign used broader variations of the "scarred for life" concept and not just vaguely sexually embarrassing situations. I'm not quite sure what is meant to scar you for life here anyway—wearing pink boxer shorts isn't a big deal. Unless there's homophobia implied here?

Corey Cruz
Activity Score 8
Regional Creative Director - APAC at Digitas