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Tunnels

Campaign
Agency Network: 
Published/Aired: 
May 2008

Description

Print advertisement created by Saatchi & Saatchi, Vietnam for Cu Chi Museum, within the category: Recreation, Leisure.

Advertising Agency: Saatchi & Saatchi Vietnam
Executive Creative Directors: Steve Hough
Creative Directors: Joel Clement
Art Directors: Joel Clement, Linda Pham
Copywriters: Steve Hough, Chi-Minh De Leo
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Jet Propulsion Lab's picture

Beautiful art direction. Fantastic typography. Great writing (especially towards the end of body copy.) Very inspiring work.

Jet Propulsion Lab
Activity Score 10679
Copywriter
phoamcor's picture

Very good line. My second favourite of the campaign.

phoamcor
Activity Score 1284
erick_strange's picture

USA is NOT AMERICA.

erick_strange
Activity Score 4
Art Director
Ad_Man's picture

i hate when people refer to usa as america. but, what the hell! that line is great!!

Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

R. Rinaldi's picture

So solid

R. Rinaldi
Activity Score 686
Singapore
bemfica's picture

the best rating i've seen here so far. by the way, I like this big space for the line. well done, saatchi strikes again

bemfica
Activity Score 25
freelancer
jai hind's picture

very powerful
very beautiful

jai hind
Activity Score 356
Art Director |

jai hind
art director

getconnected2001's picture

magic of superb copy!

getconnected2001
Activity Score 987
Art Director at New Delhi
kurtberengeiger's picture

Really nice lines.
And as to the America or USA question, the proper designation is probably a matter of target audience...

kurtberengeiger
Activity Score 7323
Copywriter
Calibarak's picture

Scam

Calibarak
Activity Score 302
McBain5000's picture

i'm spotting typos everywhere - scam!

McBain5000
Activity Score 115
n/a
pmoniz's picture

these are wonderful, well done.

"USA is not America!" blah blah blah. Get over it.

pmoniz
Activity Score 35
Copywriter at MSTF Partners |

selling illusions

WWWorker's picture

Stay serious, guys, it's just another "war museum" campaign using old black & white pics and so so lines... We've seen so much better.

Remember this one for the D-Day museum (Cannes lion in 2001) : "It was called the longest day, but for the soldiers in Company A, it ended at 7:15" (old photo of dead GIs), or "When a plane went down that morning, you didn't need a little black box to tell you why" (old pic of crashed military plane). Just an example amongst many others.

Not bad, but not an award !

WWWorker
Activity Score 121
Rachel.Mann's picture

Those lines are not nearly as hard-hitting, though.

Rachel.Mann
Activity Score 450
Other at University of Houston, Bauer College of Business/KBR |

--------------------------------------
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
- Leo Burnett

dnguyen's picture

I have to disagree with you. you can say i might be biased by i'm vietnamese, or that i'm only a student. but this ad has far more attitude than the d-day campaign (i looked at it on google). Of course, it's not for an audience that is american patriotic, but it is the true story of an american humiliation. try read the body copy maybe you learn something.

dnguyen
Activity Score 81
RMIT
Calibarak's picture

Blah, blah, scam blah. Pick your noses in public.

Calibarak
Activity Score 302
Ad Fanatic who hate Rip-Offs...'s picture

Oh... Saatchi Vietnam, and there's only one Vietnamese in the credits of 9 person?

Ad Fanatic who ...
Activity Score 58
Art Director
Ad Fanatic who hate Rip-Offs...'s picture

Oh... Saatchi Vietnam, and there's only one Vietnamese in the credits of 9 person?

Ad Fanatic who ...
Activity Score 58
Art Director
dnguyen's picture

... I see 6 people on credit list, and 2 vietnamese names. by the way, in vietnam most creatives are expats. Ignorance is bliss

dnguyen
Activity Score 81
RMIT
kre8's picture

i dont see roger makak's name anywhere.

kre8
Activity Score 989
Copywriter
Buddhafly's picture

we're all one people in this world baby. lets hug and get along.

Buddhafly
Activity Score 8
philiprowell's picture

this is lovely work. There are so many opportunities for work like this in Asia but so few agencies seem to take them. This is the kind of work that makes you feel as if the quality of writing in advertising can be right up there with 'real' writing work like novels and magazine articles. Brilliant.

philiprowell
Activity Score 11
Creative Director
Guest's picture

****This is the kind of work that makes you feel as if the quality of writing in advertising can be right up there with 'real' writing work like novels and magazine articles. ****

That is a bit of a stretch, don't you think Philip? Advertising being compared to novels? I highly doubt it.

Guest
Margaret Gay's picture

love it love it love it!!!

Margaret Gay
Activity Score 144
Marketing Officer
mith85's picture

This is really engaging. And the copy is great - makes me actually want to visit this museum.

mith85
Activity Score 242
Copywriter at Ogilvy & Mather, Toronto (Copywriting Intern)
Guest's picture

i am vietnamese and i completly disagree with the ad. it's just for non-vietnamese who doesn't know a thing about vietnam. but what a hell - the ad's target isn't for vietnamese anyway. i hate the way people takes the vietnam war for granted, think it's like a PS3 games (one just launched this x'mas) or something to get fame.

Guest
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