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Agency Network: 
Published/Aired: 
January 2008
Hot Wheels Print Ad -  Parking

Description

Print advertisement created by Ogilvy, Hungary for Hot Wheels, within the category: Gaming.

Caption

Girls can play too.

Advertising Agency: Ogilvy Budapest, Hungary
Creative Director: Gabor Spielmann
Art Director / Copywriter: Bruno Almeida
Photographer: Artluzstudio
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Highest Rated

thirty6chambers's picture

seen it done for VW as a sponsor of some girl sports team I think.

thirty6chambers
Activity Score 1464
Art Director
gmint7's picture

:::J:::
nice

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

mrtalented's picture

wrong insight

mrtalented
Activity Score 2171
Creative Director
vaikunta's picture

They shoud put the toy just a little bit out of order! At first sight I thought the car is driving away...

vaikunta
Activity Score 64
Graphic Designer
JAGGY's picture

but after reading the copy, you got it, right?

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

Davosk's picture

The car should be shown parked crooked and the back wheel up on the curb. This doesn't show anything to demonstrate a female's parking difficulty. Very sexist btw.

Davosk
Activity Score 4813
Art Director
rudylafaber's picture

Agree on both points.

rudylafaber
Activity Score 49
theanc's picture

Me too. This is fucking horrible. The first thing I though was the cars was leaving not parking. And then why not a pink car? It would help. And whos is supposed to understand that? Kids?

http://augustocorreia.carbonmade.com

theanc
Activity Score 2783
Art Director at NBS / Dentsu Aegis Network |

http://www.augustocorreia.com.br

WhereIsMyBackPay's picture

Same thought. They could've used a pink car to emphasize that it's a girl's car.

WhereIsMyBackPay
Activity Score 177
Graphic Designer at Graphics Designer
shitix-'s picture

i dont think there are any hot wheels that look "pink" or "feminine" tbh,i cant imagine that they didnt think about that...
for me the problem is whos the target,parents kids or..cds? because honestly no kid would ever get this..

shitix-
Activity Score 234
theanc's picture

Well, this is advertising. If there's not a pink car, make it happen. And if there's not any feminine appeal why a girl oriented ad?
I think the problem is a bad made scam.

http://augustocorreia.carbonmade.com

theanc
Activity Score 2783
Art Director at NBS / Dentsu Aegis Network |

http://www.augustocorreia.com.br

shitix-'s picture

hot wheels is a boyish brand,they are famous for being super fast and for their wide variety if im not wrong..
also, girlish,hot wheels dont exist.
now,if they wanted to target girls with this ad,it just doesnt make sense to me because i think they wont get it.and if they had created a pink car,they would have had to change the concept.(because it would be a see-say ad).

if they target adult females, (collectors??) it might have some sense.
if someone wanted to impress..that makes the most sense to me.

shitix-
Activity Score 234
biabitch's picture

i agree too. it just looks like its leaving. because well this game is no fun so bye-bye.

biabitch
Activity Score 298
saatchi
EzraButler's picture

What is the joke? That women can't park or that little girls can also dream of testosterone-fueled male-ego building american muscle cars?
While this is obviously an ad targeted towards individuals with both an x and a y chromosome, I think that a funnier sexist ad (if one would want to go that way) would be a "female" car, on an open road, with many cars behind it, truly highlighting the stereotype of incompetent female drivers. Or if in this case the car would have run into one of the adjacent cars.
Just my $.02.

EzraButler
Activity Score 4
Ezra Butler Strategic Marketing and Advertising
blacksmurf's picture

omg this is really good

blacksmurf
Activity Score 200
Art Director |

easy to say "art director".

jorj's picture

ouuuuu ah

jorj
Activity Score 638
Art Director at Senior Art Director
thirty6chambers's picture

seen it done for VW as a sponsor of some girl sports team I think.

thirty6chambers
Activity Score 1464
Art Director
devdonnelly's picture

I guess this is supposed to be a comment on the stereotype of women drivers, if so it is it isn't very well executed, why would girls (or more appropriately their parents) buy a toy whose campaign is reinforcing a negative stereotype? Seems like the idea was to play off of that stereotype, but they got cold feet and tamed it down, there by making it lose all of its ironic value.

devdonnelly
Activity Score 26
Graphic Design
EGGO's picture

Oooohhh a hit below the belt. Don't think this really goes for the target audience..you know, 12 year olds.

EGGO
Activity Score 354
Other |

You have to hate advertising in order to truly love it.

BAdman's picture

actually, when i was young i worked in a dept store, 12 year olds are not the target audience, most are 40-50 yr old male and some females that collect them. They always seemed to know when new deliverys were coming in.
Also, I like the idea, but I agree with all comments, it basically look like the car is in the process of parking.

BAdman
Activity Score 23
Graphic Designer
nice gaijin's picture

silly rabbit, girl's can't parallel park 9_9

nice gaijin
Activity Score 815
Cruiser's picture

r u kiddin me?!!! think before executing shitty works...

Cruiser
shades's picture

pisses me off that such a neat little idea got stuffed up by confusion.
Is the car coming or going
It could be argued that if she's parking the car, it's perfect so far.
If she's leaving the spot, it's perfect as there is no traffic coming either way.
Simply mounting the car on the curb slightly askew.....job done...perfect.

AAAARGH!

shades
Activity Score 78
Freelance copywriter
in the name of ad's picture

made me smile... but in fact it's too easy!

in the name of ad
Activity Score 456
copywriter
driton's picture

not good.

driton
Activity Score 23
Graphic designer/Skenography
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