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Girl

Campaign
Agency Network: 
Published/Aired: 
March 2010
Like
23
Views
15115
Essentiale:  Girl
Essentiale Print Ad -  Girl

Also From This Campaign 2

Description

Print advertisement created by Saatchi & Saatchi, South Africa for Essentiale, within the category: Pharmaceutical.

Caption

Don't bring last night home with you.
Your liver will thank you in the morning.

Advertising Agency: Saatchi & Saatchi, Johannesburg, South Africa
Creative Director: Adam Wittert
Art Directors: Marais Janse Van Rensburg, Keshia Meyerson
Copywriter: Kiran Reddy
Photographer: Michael Meyersfeld
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Highest Rated

silvi's picture

bad copy

silvi
Activity Score 4170
Copywriter
atb2005's picture

The idea - from what I understand - is to not continue drinking once you get home. I had to google Essentiale to figure it out. Essentiale is a medication that protects against liver damage from (excessive) alcohol consumption. I don't think, however, that the whole binge drinking or excessive alcohol consumption is well illustrated or alluded to in these images. For instance, can you really tell that the girl riding the mechanical bull is drunk? She may or may not be. I would have put, say, a beer bottle in one of her hands. Again, great concept, but not well executed.

atb2005
Activity Score 13557
Reality Check's picture

@ atb2005,

You wrote, "I don't think, however, that the whole binge drinking or excessive alcohol consumption is well illustrated or alluded to in these images. For instance, can you really tell that the girl riding the mechanical bull is drunk?"

From what I understand, atb2005, the woman riding the mechanical bull, along with the waitress, symbolizes the woman in bed's night out, hence why she looks a bit haggard and hence why the headline is written "Don't bring last night home with you." The "guests" in her bedroom represent last night, therefore, it is not they who should look drunk, but the woman in bed, and that is communicated quite clearly in this campaign.

Reality Check
Activity Score 2549
atb2005's picture

Thanks for your response, but I am afraid you got it wrong.

You said: The "guests" in her bedroom represent last night, therefore, it is not they who should look drunk, but the woman in bed, and that is communicated quite clearly.

If they represent "last night", then why should they NOT be drunk? And why would they be in the picture in the first place? What you said doesn't make sense. Think about it.

They do represent "last night", and what Saatchi tried to communicated via this image - again, not very effectively - is that last night was a night of partying AND (heavy) drinking. So now the copy. "Don't bring last night home" makes sense.

atb2005
Activity Score 13557
Dzsoi's picture

I really don't understand your problem. Those characters and objects surrounding him/her in these ads are typical for places where people drink (not you obviously, but other people). It is not neccessary everybody to be drunk on the picture to get the idea through. Moreover a waitress is rarely drunk at work. Think about it. For me, Reality Check's explanation made perfect sense.

Dzsoi
Activity Score 8611
Copywriter
atb2005's picture

Well, I'm sorry I don't know how else to explain it. The problem with most people is that they don't judge ads in the context of what's being advertised; I said several times that this is a medication that protects against liver damage caused by ALCOHOL consumption. So yeah, the ad should clearly demonstrate that there's been some alcohol consumption, and I still believe that that's not visually well communicated.
Besides, you - like the other user - are contradicting yourself. First, you say "those characters are typical for places where people drink" and then you say "it's not necessary for everybody to be drunk in the picture".

I didn't suggest that the waitress should be drunk. She's holding drinks, right? So that's some very small subtle reference to drinking. Waitresses serve drinks at restaurants, bars, etc.

Again, I believe the concept is not communicated very well. I didn't say it was a total failure.

If you still don't get my point, check out the other ad in this campaign (the guys singing karaoke).

atb2005
Activity Score 13557
Dzsoi's picture

If you say the lady on the bull looks too decent and moderate, I tend to agree.

Dzsoi
Activity Score 8611
Copywriter
atb2005's picture

Yes, thank you! :-)

atb2005
Activity Score 13557
Shawali's picture

cool copy, bad art.

Shawali
Activity Score 8434
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

Adaddicted's picture

feel even better after reading experts' comments!

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

dreadboy's picture

This one I can totally relate to, but it still has a less than decent copy and art. That`s just my 2 cents

dreadboy
Activity Score 413
Photographer |

Portfolio * Myspace * Facebook
i can't even spell my name without 'ad'

sloppy4's picture

last night looks great. why wouldn't i want to bring it home? hell, i'd bring it around to show all my friends.

sloppy4
Activity Score 1492
silvi's picture

bad copy

silvi
Activity Score 4170
Copywriter
dude1014's picture

What is been advertised is Essentiale - a liver tonic that protects against having a hangover - in essence it negates the morning after the night before. If you don't take Essentiale you literally wake up with last night in your bedroom. Its a fresh way of showing the hangover experience, more importantly it made me laugh and take a second look.

dude1014
Activity Score 9
Art Director at Saatchi & Saatchi
dude1014's picture

What is been advertised is Essentiale - a liver tonic that protects against having a hangover - in essence it negates the morning after the night before. If you don't take Essentiale you literally wake up with last night in your bedroom. Its a fresh way of showing the hangover experience, more importantly it made me laugh and take a second look.

dude1014
Activity Score 9
Art Director at Saatchi & Saatchi
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