Agency Network: 
November 2009
Coppertone:  Grohl


Print advertisement created by DM9 JaymeSyfu, Philippines for Coppertone, within the category: Health.



Advertising Agency: DM9JaymeSyfu, Manila, Philippines
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Eugene Demata
Creative Director / Copywriter: Louie Sotto
Creative: Allan Montayre
Art Director: Herbert Hernandez
Producer: Jess Ramo
Photographer: Paolo Gripo
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Highest Rated

Jakarta Jack's picture

Really tired of word jokes.

Jakarta Jack
jackmancer2017's picture

I can't see the link between Hillary and Bill Clinton and Dave Grohl and Kurt Cobain...

Tommy G.'s picture

Tommy G.
Activity Score 883
Graphic Designer at Job seeking
appie's picture

I like it!

Activity Score 157
Jakarta Jack's picture

Really tired of word jokes.

Jakarta Jack
Marlus Lau's picture

I don't get it, what's the point on the sun block?

Marlus Lau
Activity Score 1788
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
szkwadrat's picture

anybody can tell me what this all about?

Activity Score 208
Graphic Designer
Audrius Kubrik's picture

What has EMERGE got to do with sunblock protection?

Audrius Kubrik
Activity Score 828
jamesrothenburg's picture

Come out from behind the shadow. Didn't think that was too hard to get.

Activity Score 552
Art Director
alejulimaty's picture

i think grohl actually did come out from cobains shadow, but you're showing him as if he didn't. same thing happens with hillary. i like the message though

Activity Score 832
brother buenos aires
Reality Check's picture

It is likeable enough to send intelligent viewers (but only the intelligent ones) in search of DM9JaymeSyfu’s Web site.

Reality Check
Activity Score 2487
dlue's picture

it's a nice little journey this takes you on but the destination is lacking. using characters as enigmatic as these, the payoff (brand) doesn't really live add to them or what they stand for.... in other words...

awesome idea, but just not right

Activity Score 342


silvi's picture

I think this is not showing any benefit of the product.

Activity Score 4134
iwannatalktosamson's picture

Decent idea, but where are they sunbathing? The surface of the moon? Or an indoor concrete floor? They should have thought that out to make the overall execution better.

Activity Score 679
Jamaica Ad School
Migzter13's picture

Foo Fighters emerged from the great carcass they called Nirvana

Activity Score 973
Graphic Designer at De La Salle University, Manila |

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

P-syco's picture

Buena lo que dice es que salgas de la sombra. Está claro.

Activity Score 265
CopyRight's picture

ads so complicated don't work well

Activity Score 711
nosajm's picture

Who is the target market for these ads? Americans? I know that the Philippines is heavily influenced by western culture but this is just too much. It wouldn't hurt to add a local celebrity into the mix.

Activity Score 20
Creative Director
Guest's picture

Who is the target of this campaign? Clueless Cannes Jury members that's who. But I doubt it will pass, this is a metaphor that missed the sun protection boat completely.

Guest's picture

It appears some people miss going to Cannes again and want to jack up their salaries. Maybe to buy a new Mini.

This campaign might be good for the creatives who might reap awards and recognition, but I'm certain Coppertone will lose shares to Nivea, Beach Hut, and Banana Boat. "Cute" and incorrect use of a metaphor, which has absolutely no relevance to sun protection. Besides, the examples are about achievement, about "coming out of the shadow" of another person who is more accomplished. And though that IS the point, it's totally divorced from any connection to sun protection. Yes, I know you should "come out of the shadows" but that talks about showing your hidden potential or outdoing your mentors or peers, which Coppertone or any other sunblock does not do. Where is the benefit here? If the product was a professional school or something like John Robert Powers, fine. But sunblock? Tsk tsk tsk.
The idea is contrived and smacks of desperation. If it fools the jury at Cannes, good for them.
Not so good for the client and people who know how metaphors should be used. It confuses me as to why DM9 is always so desperate to constantly demonstrate their intelligence when they've already succeeded so many times in the past.
Why screw up now?
And again, no, I'm not being literal, just using common sense, which is clearly not so common.

Great for their portfolios, great to present to regional offices, not great for their clients.
Brand managers of Coppertone's competitors will surely silently thank DM9, I surmise.

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