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purplesimon's picture

Horlicks is a drink for old people, not kids! It's like Ovaltine, a malted drink you make with hot milk or water.

Over here in the UK they are using a line: "How do they sleep at night" and show people like traffic wardens slapping a ticket on a car as soon as the owner is out of sight. There are several like this and they work.

This ad doesn't.

purplesimon
Activity Score 473
Copywriter at Euro RSCG
Ney Frances's picture

10/10 cause is so clever i can´t figure it

Ney Frances
Activity Score 660
Copywriter |

is there life before death?

ellehcimeo's picture

i don't think my tinfoil hat is helping me, the aliens are messing with my vision now. run. save yourselves!

ellehcimeo
Activity Score 3376
Art Director
Minimum's picture

messing with your name too!!! It's backwards now! Noooooooooo!!

Minimum
Activity Score 1430
Graphic Designer |

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

ellehcimeo's picture

omg. it's worse than i thought! thanks for pointing that out. *mumbles something to self then starts recounting all the paper clips*

ellehcimeo
Activity Score 3376
Art Director
Minimum's picture

...wait a minute...LOOK! THE THUMBNAILS ARE REBELLING! But maybe you can get some assistence from the post-its, you can stick your heads together

Minimum
Activity Score 1430
Graphic Designer |

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Cron187's picture

What is Horlicks?

Cron187
Activity Score 553
Copywriter
Dick Huges's picture

??????

Dick Huges
Activity Score 937
Copywriter
vikthegreat's picture

"no question is so difficult to answer as that to which the answer is obvious.
- george Bernard shaw

some fave it. some don’t!"

MUAHAHAHAHAHAHAHAHA!!!!!

each letter is actually the one before it in the alphabet.
they messed up the last line tho.. it should have been "some Have it. some don't"!! tsk tsk tsk..

vikthegreat
Activity Score 51
Copywriter
vikthegreat's picture

i got it first!!! na na na na nah!!!
:P

vikthegreat
Activity Score 51
Copywriter
Ney Frances's picture

nice you are a genius, so what the fuck are you doing in Ads??? we are all sumbags full of shalow culture!

Ney Frances
Activity Score 660
Copywriter |

is there life before death?

vikthegreat's picture

hey Ney,
first of all, it's really sad that you think advertising doesnt require brains or doesnt applaud genius.
secondly, i think you meant to say "sCumbags" and "shalLow".
thirdly, dont generalise, speak for yourself.
peace man!

vikthegreat
Activity Score 51
Copywriter
Ney Frances's picture

a genius and a english teacher! nice you will never be unemployed!

and advertising is not for genius, only for pseudo ones! cause to know a little bit of everything makes you know nothing about one single thing!

Ney Frances
Activity Score 660
Copywriter |

is there life before death?

madasanadder's picture

Hey, Ney...(is that written backwards or something?) Gerrof him. You sound brilliant...why don't you use your 'pseudo' intellect and try deciphering the ad. If an ad like this doesn't challenge your intelligence...then nothing else will. So stop 'spotting the difference' in the Times, Sunday and do some real puzzles instead!

madasanadder
Activity Score 12
Creative Director
Cron187's picture

Good for you. Still doesn't answer my question about what horlicks is. If an ad has to make you work that hard to figure out what it's saying and you still don't know what the product is, it is a horrible ad.

Cron187
Activity Score 553
Copywriter
vikthegreat's picture

horlicks is a drink for kids.. kinda like Milo... so i guess they're positioning it like it makes you smarter..

vikthegreat
Activity Score 51
Copywriter
ooops's picture

agree.
their official site do speak their direction.

By the way, milo brand positioning more to sports drink. :)

ooops
Activity Score 448
Other
purplesimon's picture

Horlicks is a drink for old people, not kids! It's like Ovaltine, a malted drink you make with hot milk or water.

Over here in the UK they are using a line: "How do they sleep at night" and show people like traffic wardens slapping a ticket on a car as soon as the owner is out of sight. There are several like this and they work.

This ad doesn't.

purplesimon
Activity Score 473
Copywriter at Euro RSCG
kre8's picture

what an absolute pile of shite.
how many people would understand this ad?
what is the relevance of horlicks here?
this has never run, and never will.
oh, it ran on aotw.
does it qualify?

kre8
Activity Score 989
Copywriter
ivan's picture

It does work for very narrow segment individuals. Maybe we are freaks, but I had fun time deciphering the message. I think as it was already mentioned. This ad should be placed in a science magazine to reach its target.

ivan
Activity Score 12
Creative Director at Ads of the World
Minimum's picture

I think the way you react on a little challenge like this one demonstrates what YOUR stand about this one is. Most of us like a little puzzle once in a while when were sick of working. If you cant figure it out, please dont begin ravaging and cursing around. It just shows that you are person with little selfcontrol and patience.

I bit you goodday

Minimum
Activity Score 1430
Graphic Designer |

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Ney Frances's picture

consumers aren´t

Ney Frances
Activity Score 660
Copywriter |

is there life before death?

No fixed abode's picture

Even after you told me how it worked, I still couldn't be bothered doing it. People don't really care about ads. If you think they will be impressed by your cleverness you are wrong.

When did advertising stop being about communication? Advertising is still a conversation. If I came up to you and garbled a bunch of incomprehensible shite like this you'd figure me for the homeless person who wrote the indoor outdoor ad, not sit me down for 5 minutes and try and decipher my message.

I hate you Kenny.

No fixed abode
Activity Score 380
Copywriter
JPWrites's picture

More ads from India. What is this the beginning of a new uprising or something?

JPWrites
Activity Score 238
Copywriter
Dick Huges's picture

nah... is just cannes season...

Dick Huges
Activity Score 937
Copywriter
copywriter.txt's picture

Perfect

copywriter.txt
Activity Score 828
Copywriter
rainman's picture

how do you make a horlick?

pay her

rainman
Activity Score 267
Art Director
sold's picture

no, this is not good.
i preeffr taht kdnid of tinhg wtih lretets.
tihs one hree is too mhuc froecd.
dnto you arege?

sold
Activity Score 3379
Copywriter
ooops's picture

wrong application.
the first alphabet and the last alphabet must be their own place
by the way, such execution also not related

ooops
Activity Score 448
Other
drizae's picture

I thought it was another language. Whoops. I didn't know what Horlicks was either. Is it a proven smart drink? I think GBS would be rolling in his grave.

drizae
Activity Score 503
Copywriter |

Fail Harder.

Global Cheese's picture

Global Cheese

pooh

Global Cheese
Activity Score 80
Creative Director |

Global Cheese

Rog's picture

So... the Copywriter's name is actually Wfepcspup Spz!

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

drain bamaged's picture

even a tonne of horlicks wont help kids or their mothers to decipher this ad...we culd get it 'cos it ws kinda logical reasonin..wonder y it is being hailed as a genius..most CDs wuld hav passed it off as a keypad malfunction.

drain bamaged
Activity Score 34
Planner
standards's picture

I'm a great fan of this site. But never found a need to register. However, I created an account so that I can make this post.

While it is a forum for anything ad related. Can the creatives who shamelessly post work up do a little quality control, rather than posting everything they have done. Even CRAP!

It just wastes everybody's time.

standards
Activity Score 22
Art Director
ivan's picture

I am supposedly screening the submissions. Unfortunately it is impossible to cater to everybody's needs. I suggest just skip ads that you don't think belong here.

ivan
Activity Score 12
Creative Director at Ads of the World
alter ego's picture

It's like pissing in your pants. You feel good having done it, but no one else have a clue why you are feeling so good.

Creatives behind this, I hereby cancel your leave application. Pls work overtime.

alter ego
Activity Score 20
Copywriter
lynxfelinae's picture

"Some fave it"!! Superb irony, really, considering it's a product that purportedly makes you smarter. Obviously the team behind this ad don't 'fave' it.

lynxfelinae
Activity Score 12
Copywriter
pinkusfloydus's picture

What a ripoff. Identical again to Mensa Singapore. They have done five ads. Maybe the creative team should rip those off too. When you are "getting inspired", why stop at two? Go the whole hog, boys.

pinkusfloydus
Activity Score 90
Copywriter
maung's picture

dmfwfs!!

maung
Activity Score 48
Creative Director
Desi's picture

The creative team needs to drink Horlicks.

Desi
Activity Score 1042
aadi's picture

Seems like this ad was printed without a final copy check...

aadi
Activity Score 230
Copywriter
madasanadder's picture

hey busybodies...try decoding maung's comment!

madasanadder
Activity Score 12
Creative Director
Guest's picture

notting like that

Guest
Guest's picture

notting like that

Guest
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