Soft toy dog, 3

Campaign
Agency Network: 
Published/Aired: 
November 2010
Lactel:  Soft toy dog, 3

Description

Print advertisement created by DDB, France for Lactel, within the category: Food.

Caption

Abandoned at 13 month.
Children don't stay babies for long.

Advertising Agency: DDB, Paris, France
Copywriter: Charlotte Roux
Art Director: Cédric Haroutiounian
Creative Director: Bertrand Pallatin
Art buyer: Hélène Chapdaniel
Photographer: Christophe Rihet
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morse's picture

I don't understand the idea, perhaps because I don't know the brand...

morse
Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

tzuik's picture

What? This is an ad for baby milk? I just find it unrelated and way too depressing for such a product. At first glance I had the idea that a puppy, or worse, a baby was abandoned.

tzuik
Activity Score 104
jackmancer2017's picture

I think it has something to do with puppies (dog babies really) that are abandoned after only 13 months. Cause for 13 months they're fun, cute and small but then they grow up (the dogs). Shows how fast it goes.

What this ad fails to do is connect the product, copy and idea. Pretty hard with this far fetched idea anyhow.

jackmancer2017
Billoughsby's picture

From what I've been able to ascertain, it's a formula for kids over 10 months of age. Here's one of their recent TV ads: http://www.youtube.com/watch?v=8f3kh-fYE6I Their website promotes this formula as a way to get children over 10 months ready for grown-up food.

This uses the abandonment of a favorite security blanket or toy to suggest how quickly kids grow up. OK. What I don't get is why the toy is abandoned on a busy city street. All sorts of unintended associations are ricocheting around this creative as a result of the choice of location. I'm thinking FAIL, but I'll withhold a vote until some people more familiar with the product or previous campaigns show.

Billoughsby
Activity Score 5140
Art Director |

That's it.

CuriousPencil's picture

I think it's just a messy ad pointed in every direction but the right one. The line of sight in this ad joins 'ABANDONED' with the brand, not the dog. That kind of association is fine for a charity, or a joke, but I would challenge any brand to increase sales to mothers of children using the word 'abandoned'- it's not just fear, that's second to kidnap and death as the last things you want to see. Wonder if they ran a focus group on this. And why the graffiti-van - that's not a parental worry until kids hit college, by which time they'll have an abandoned dog of their own.

CuriousPencil
Activity Score 4167
Copywriter
Billoughsby's picture

Sounds right. Believe it or not, I hate it every time the shit's no good here.

Billoughsby
Activity Score 5140
Art Director |

That's it.

CuriousPencil's picture

Right with you. I'm loath to loathe, but when shit's not good, it's difficult to see the banquet it could've been.

CuriousPencil
Activity Score 4167
Copywriter
New Nice and Fun's picture

I really like this one (maybe because I'm french).

I guess drinking milk help us to grow fast. The idea is simple, the copy is nice! Children don't stay babies for long.

New Nice and Fun
Activity Score 375
Guest's picture

The idea is clear. To understand it, one should know what is the benefit of the product.

Guest
CuriousPencil's picture

And to know the benefit of the product, one should ask an expert to make the idea understandable to the audience that might buy the product. Until then, we will all know that living on the moon will be cold, and without air. That brings us no nearer to anything but already knowing that the moon is a vacuum chill.

CuriousPencil
Activity Score 4167
Copywriter
Guest's picture

Maybe the product is well know in France, and maybe you could take two minutes to Google it and find out about it. These ads aren't made for "ads of the world" audience, they are made for French people, in the French market.

Guest
CuriousPencil's picture

I understand your concerns, and I did look up the product, and I realise I'm not French or part of the target. But *every* ad is intended for the ads of the world audience, for the simple reason that it's people here who are the peers of the people who make them. You think Old Spice customers give a damn that Weiden+Kennedy scooped the Grand Prix at Cannes? Why should they? They want to smell good and wake up on a horse.

Any ad's effectiveness can be ably and objectively ascertained by people who make ads. We're not the target, we're the people who make the targeting mechanisms. Cultural differences aside, there is only so much leeway possible when a grossly misjudged campaign like this goes out.

CuriousPencil
Activity Score 4167
Copywriter
Guest's picture

Maybe French audience know the benefit of this product already. Did you get that? That's the difference between them and you, member of the "ads of the world" audience. You needed to look up the product and they didn't. The understanding was faster in their case, and that's the point. Only that.

Guest
Guest's picture

Чё за хрень причем тут собака

Guest
Anonymous Author's picture

Too negative a tone for the positive features of the product.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
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Pombooie's picture

The Emperor Pallatin does it again. An ad for a product that makes you think. Bravo!

Pombooie
Activity Score 407
CuriousPencil's picture

Pombooie if you can explain why this ad deserves a Bravo, I will personally come to Advertising Agency: DDB, Paris, France, and make you Receptionist Of The Year.

Of Advertising Agency: DDB, Paris, France.

CuriousPencil
Activity Score 4167
Copywriter
Guest's picture

I am confused. This ad makes me feel like a dumb as after trying hard I can't feel any connection of the copy and the product. Does it mean have this baby product and your kids will grow faster and abandon their toys on road???? plz if anyone could explain.

Guest
CuriousPencil's picture

It's an ad that doesn't work, so don't worry about not 'getting' it. What they were no doubt briefed to do was to make an ad that says "kids stop breast feeding sooner than you think. They change habits quickly. Just like they soon forget their favourite toy in favour of a new interest. Get them ready for solid food with this stuff in a pink bottle. It's a bridge between boob, bottle and big grown-up plates."

CuriousPencil
Activity Score 4167
Copywriter
Roger Keynes's picture

You're asking for (comment) trouble when you post a nationally parochial ad idea. Trouble is, this can't be excused as a "French" idea.

It's just poorly communicated. Babies outgrow milk like they outgrow toys.

This is the classic cardinal mistake of "clever" viusal + "clever" headline.

Roger Keynes
Activity Score 5458
Copywriter |

The Jobless Writer
Will Think for Salary

Dzsoi's picture

Idea is a good, easy one. Billoughsby is so damn right, execution is to blame. WHY on Earth have they put the puppy on the street??? You could have just put it under the kid's bed on a warm, thick, pink carpet, it would still say abandoned toy without the confusion (looks more like an abandoned animals campaign) and serious negativity it radiates now.

Dzsoi
Activity Score 8563
Copywriter
shah wali jan's picture

I don't understand the idea

shah wali jan
Activity Score 257
Graphic Designer at coffee communication
Hiperion's picture

DDB Paris???
come on....

Hiperion
Activity Score 3092
Creative Director at zinkproject Valencia
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