Key skyline

Agency Network: 
Published/Aired: 
May 2008
Ford:  Key skyline
Ford Print Ad -  Key skyline

Description

Print advertisement created by Ogilvy, Italy for Ford, within the category: Automotive.

Caption

The city is in your hands.

Advertising Agency: Ogilvy & Mather Rome, Italy
Creative Director: Elisa Pazi
Art Director: Sara Ghidoni
Copywriter: Vittorio Zotti
Illustrator / Photographer: Stefano Bottesi
Log in to post comments
nice gaijin's picture

gag me with stale concepts.

nice gaijin
Activity Score 813
Graves™'s picture

Jeep did this but with mountains.

Graves™
Activity Score 87
DRAFTFCB
DetectorDeTruchos's picture

Done in the 80's, go to public library and find it =p

DetectorDeTruchos
Activity Score 8
AdvertisingAge
capobvious's picture

yeah, this is tragic. the key is even crooked.

capobvious
Activity Score 68
Guest commenter's picture

Done fifty years ago. E detto da un italiano è molto triste.

Guest commenter
shitix-'s picture

i have something similar in my book also

shitix-
Activity Score 230
Guest commenter's picture

Welcome in the third world of advertising !

Guest commenter
Guest commenter's picture

Learn proper English before you post smart-alec sort of comment.

Guest commenter
nemesis's picture

i've seen this done many times before.

nemesis
Activity Score 765
Creative Director
Neil Levy's picture

gary topeleski is the creative who did this very well on jeep in the early 90's. won a ton of awards for it. i suspect if he saw it, he wouldn't knock the creatives for doing it. they're probably young and never saw it. he might however take issue with the creative director who approved it. he or she should know their history a little better.

it's possible the thing was a total lift. but maybe not. because human beings think in patterns so often times you come up with an idea and it's already in the ether of the collective conscience. that's why sites like this are good. because you can see a lot of work and take not of it. not to copy it. but to know what has been done. as more and more agencies around the world pop up, this becomes very important. sure. it's only advertising. but if for example we made cars for a living and made the same car as another car company it would be kind of embarrassing.

sorry to write so much but i think this is important to discuss.

Neil Levy
Activity Score 314
Copywriter |

neil levy

Guest commenter's picture

it's nice to see some inteligent (and non arrogant) comment on this site.

I totally agree with the car example, however, I don't see any arm , at leat from the public point of view, in "refreshing" or re-utilizing old concepts. I have never seen the ads for Jeep , but in my humble opinion, if this is not just a pale copy, It has the merits of using a efficient concept per si . I don't believe in inventions, only transformations and changing patterns.

Thank you for your science ad your comment .

Guest commenter
capobvious's picture

you know what's more boring than advertising? the theory of advertising.

capobvious
Activity Score 68
Tincho's picture

1)Advertising is not boring (at least for me)
2)This is not theory.
3)Besides being creative, you should have to know theory to make ads.
(So that not any monkey could advertise. It would be more professional)
4)The ad is ok.

Tincho
Activity Score 1081
Art Director
unaquestionediali's picture

i totally agree with you.
nice comment! thanks for your contribution.

unaquestionediali
Activity Score 482
Copywriter |

-----------------------------
in advertising SCRIPTA VOLANT
-----------------------------

Olafski001's picture

i agree we should all know our business, but, like you say, we can't always know everything. It happened to me recently. I had an idea, wondered is it done, posted it in exhibition here, googled, asked around... No one ever said it was done. Client loved it, published (in a local magazine yep...), i send it to ivan, he publishes and suddenly a link appears with the same idea. made in india, even won an award there.

so let's think twice before we scream copycat and stuff...

(though in this case, this is a damn famous ad and it should've been skipped)

AND TO ALL: STOP BLAMING IVAN FOR POSTING WORK THAT IS DONE OR THAT YOU DON'T LIKE. THERE'S A JUDGING SYSTEM SO JUDGE YOURSELF. IT IS HIS SITE HERE SO HE POSTS WHATEVER HE WANTS. THIS IS A SUBJECTIVE BUSINESS AFTER ALL

Olafski001
Activity Score 1183
Copywriter |
Guest commenter's picture

Mi dispiace dirlo anche a me. ma si dovrebbe studiare prima di usare visual gia' usati. comunque, quell'idea e' la prima che vi e' venuta in mente?

Guest commenter
Guest commenter's picture

lo mismo de land rover..

Guest commenter
copyanalysis's picture

Done, done, done, please do new things

copyanalysis
Activity Score 62
Copywriter
Guest commenter's picture

ivan. do you post these rehashes just so they can get trashed or do you not recognize a done idea when you see it? this is embarrassing.

Guest commenter
Guest commenter's picture

thn don't come to the site... nobody invited u to post ur stupid -ve comments...

agreed it been done b4... but whats with the critisicm for the moderator... no 1 person can know all the ads ever done ... in case u din realise thr r some 300 countries in the world & a million agencies

do u know how the site works? ppl send stuff & they gt put up.. its got nothing to do with been done or not...

chill dude... thr is more to life then being a walking encyclopedia of every ad ever done...
at the end of the day its jut an ad.. for gods sake ur not saving lives here!!

Guest commenter
Guest commenter's picture

exactly!! y blame ivan for everything... its a gr8 thing he posts stuff we can all see.. ppl here r too arrogant & just rude

Guest commenter
ivan's picture

Thanks for the support. I'm trying to be selective. Sometimes I may miss the mark both ways.

ivan
Creative Director at Ads of the World
Ferman's picture

¿Jeep Grand Cherokee?

Ferman
Guest commenter's picture

Jeep did this and it was much better.

Ford, atleast they circled the problem

Guest commenter
空谷足音's picture

How old concept it is!

空谷足音
Activity Score 26
Copywriter at bac
Calibarak's picture

Yawwwwwwwn

Calibarak
Activity Score 302
Guest commenter's picture

too old~~~~~~~~~

Guest commenter
Jet Propulsion Lab's picture

Start up a mountain, it ain't. And what exactly does "The First Urban Activity Vehicle" mean? Like your Model T?

Jet Propulsion Lab
Activity Score 10669
Copywriter
ace trump's picture

italians woke up late.

ace trump
Guest commenter's picture

done..done...done

Guest commenter
Jimmie's picture

Already done and with better copy.

Jimmie
Activity Score 127

"Why go on living when we can bury you for $49.50?" (Once Upon A Time In America)

Vicomte's picture

C´est chaud...

Vicomte
Activity Score 285
Copywriter at Copywriter
Rothko's picture

Please don't post these kind of ads. You know very well they are copies...

Rothko
Activity Score 58
art director
unaquestionediali's picture

dai ragà, non è possibile, non le postate queste cose.
lo sapete benissimo che è già stata fatta milioni di volte questa creatività.
poi ci lamentiamo di come ci considerano all'estero.
a volte può succedere di pensare idee simili... ma quando sono proprio uguali dai, evitate almeno di metterle qui.
è una marchetta per il cliente e niente più, per giunta orrenda (forse negli anni '80 era una bella idea, ma ne è passata d'acqua sotto li ponti).
ve lo volete sentir dire anche in cinese?
cazzo un po' di amor proprio...

sorry guys, that's the kind of ads ruining italians reputation.

unaquestionediali
Activity Score 482
Copywriter |

-----------------------------
in advertising SCRIPTA VOLANT
-----------------------------

Jimmie's picture

Non avevo mica visto che era della Ogilvy di Roma... Mamma mia, mi era giunta voce che la Ogilvy fosse in cattive acque ma non pensavo così cattive.
"

Jimmie
Activity Score 127

"Why go on living when we can bury you for $49.50?" (Once Upon A Time In America)

idrojordi's picture

i really don't know how, but this embarrassing ad (embarassing even for me, an italian) few weeks ago won an award in Italy at the 5th Press & Outdoor Key Award organised by Media Key.

idrojordi
Activity Score 782
Copywriter at advertising agency in Milan
Olafski001's picture

Well off course it wins. a KEY award! brilliant!

Olafski001
Activity Score 1183
Copywriter |
Pedro J.'s picture
Pedro J.
Bored slut's picture

The worst thing about this is when your local Ford client asks you to adapt it. And even ask you to do one with mountains. It's sad to see how unprepared are the clients nowadays. And the account service is also helping a lot, the most common comment is: We can’t do anything, that’s what they want.
We should all agree that advertising is dead. Let’s start something new from the scratch.

Bored slut
spiergallo's picture

I'm Italian and I agree fully with all the criticisms made. After, we complain when tell us they in Italy we copy ... (eccheccazzo!!!)

spiergallo
Activity Score 69
Art Director
Rajesh Joseph's picture

please don't copy Ideas.do some new.

Rajesh Joseph
Rajesh Joseph's picture

please don't copy Ideas.do some new.

Rajesh Joseph
Fakoly's picture

Quite pour!!!! it has been done before. It's old-fahion...

Fakoly
condemarin's picture

buuuuuuuuu, otra, otra y otra vez lo mismo?

condemarin
Fakoly's picture

De cuando yo tenía 16 años...
¡Me parece increíble que Ogilvy haga este tipo de publicidad!

Muy, muy deficiente.

Fakoly
Activity Score 10
Creativo
phoamcor's picture

Old old old old idea. Fail.

phoamcor
Activity Score 1282
senthilkumar's picture

niceeeeeeeeeeeeeeee

senthilkumar
Activity Score 4
visualizer in add agency
Guest commenter's picture

Me encanta la polémica pero es simple... YA LO HICIERON!!! Pensamiento colectivo?, casualidad...? no lo sabremos nunca...

¿Quién inventó el agua tibia?

Guest commenter
Neil Levy's picture

hola senor, me espanol es terible, (y lo siento, pero no conozco donde esta los accentes son en me computadora) pero, permita me un momento:

creo que pensamiento colectivo es una cosa muy importante, y es muy, muy real. muchas tiempas en el ano pasado veo las trabajas de las agencias del mundo y veo el mismo advertismentos. porque?

ya recuerde en el one show cuando dos agencias ganar lapizes para el mismo trabajo! (el MOMA museo de los angeles y un en London con).

gracias para su tiempo. estudio espanol en me collegia pero fue trece anos en la pasada.

hasta lluego,

-neil.

Neil Levy
Activity Score 314
Copywriter |

neil levy

Tincho's picture

Agree with you, but its difficult not to get angry with ideas that you know they are really done... but its just part of the ad world.

By the way, there are some things to fix in your spanish, but you´ re doing fine. Its good to see that someone at least try to speak this lenguage.

Tincho
Activity Score 1081
Art Director
Advertisement
Featured Content

Latest Collections

Advertisement