Gate

Published/Aired: 
February 2007
 Gate
 Gate

Description

Caption

Introducing the high security lock from Duro with solid brass body, hardened steel locking bar, anti-drill keyhole and over sixteen million key combinations. Once it’s locked, it stays locked

Advertising Agency: Saatchi & Saatchi, Singapore
Creative Director: Andy Greenaway
Art director: Stuart Harricks
Copywriter: Kelly Putter
Photography: Adrian@Shutterbug
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Highest Rated

everartz's picture

copy is too long, once i started reading " Introducing the high security lock from Duro" i knew that everything after it is just redundant and not needed... but i personally like the campaign..

everartz
Activity Score 7613
Art Director |

| everartz |

RAZ21's picture

it looks like disaster is very trendy lately (i.e. ocedar wax, jk tyre) lol
only this one is not about natural but human disaster (explosion)...

RAZ21
Activity Score 255
Copywriter |

"there's nothing more difficult than a line"p.picasso

kre8's picture

er, what disaster?

kre8
Activity Score 989
Copywriter
RAZ21's picture

safe or any of the 3 for that matter

RAZ21
Activity Score 255
Copywriter |

"there's nothing more difficult than a line"p.picasso

RAZ21's picture

errrr.. the supposed explosion perhaps which took place??? the explosion that destroyed the safe except for the lock...

RAZ21
Activity Score 255
Copywriter |

"there's nothing more difficult than a line"p.picasso

ellehcimeo's picture

RAZ21 - i'm not sure there was an explosion. it looks like the ends of the metal have been filed away, not blown away. just sayin'.

ellehcimeo
Activity Score 3376
Art Director
RAZ21's picture

now that you mention it and taking a closer look to all 3 of them i guess you are right and kre8 too.
so previous comments are to be disregarded!:-)

RAZ21
Activity Score 255
Copywriter |

"there's nothing more difficult than a line"p.picasso

Wang Zhi Liang's picture

The Duro lock sure strong, but i can break through anyway, so what the use of the Duro lock?

there is something wrong about the communication, but hey I could be wrong...

Wang Zhi Liang
Activity Score 39
Art Director
ellehcimeo's picture

this kind of kills the purpose of the lock. i get that it shows that the lock is unbreakable, but if someone will be able to get in anyways, by other means, then what's the point? i'd rather they just break the lock than destroy a gate.

ellehcimeo
Activity Score 3376
Art Director
RAZ21's picture

very GOOD points from both of you. there is indeed a communication problem there..

RAZ21
Activity Score 255
Copywriter |

"there's nothing more difficult than a line"p.picasso

squirrely's picture

no one is going to blow up the house to break in. Its a hyperbole.

squirrely
Activity Score 316
Graphic Designer
Wang Zhi Liang's picture

Ok, i will follow your mind set.

No Lock is going to last in explotion (either). It's hyperbole. So?

Wang Zhi Liang
Activity Score 39
Art Director
everartz's picture

copy is too long, once i started reading " Introducing the high security lock from Duro" i knew that everything after it is just redundant and not needed... but i personally like the campaign..

everartz
Activity Score 7613
Art Director |

| everartz |

Have Heart's picture

Even though similar concepts made the round here within the past ours, this campaign is very smart.
Only downside: no one needs the shitty copy. I know it's intended to be funny, but it rivals the
"real" idea. Two ideas in one never work out. However, good stuff anyway.

Have Heart
Activity Score 922
Art Director
writergeekdez's picture

with such powerful visuals, all the copy needs to say is, "it stays locked." then slap on the logo.

otherwise, i love these ads.

maybe the copy abundance comes from a client demand??

writergeekdez
Activity Score 255
Copywriter
Scam Detector's picture

This is so boring. You have a lock, it's strong so the lock stays in place and the door/gate gets ruined. These creatives never went beyond the first round of brainstorming. There is more possible with this brief, this is too easy.

Scam Detector
Activity Score 1048
General Manager
joey hayashi's picture

The copy is boring.
Duro*Once it's locked,it stays locked. >>>enough ady.
Anyway,i like the photograph.

joey hayashi
Activity Score 28
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