Envy

Campaign
Agency Network: 
Published/Aired: 
October 2007
Loto:  Envy

Description

Print advertisement created by JWT, Chile for Loto, within the category: Gaming.

Caption

Your car will be the envy of the neighborhood.
Loto. Fulfilling what advertising has always promised.

Advertising Agency: JWT, Santiago, Chile
Creative Directors: Matias Lecaros
Art Directors / Copywriters: Matias Lecaros, Tomás Neely
Illustrator: Abel
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elitistjerk's picture

For Chile this must be relevant in terms of promise but it's a bit straightforward. The insight is not bad (if you think of the majority of people living there that would play Loto) but the creative idea lacks. It tells me something a bit too obvious as I know what Loto is and does anywhere in the World but probably for the simpletons this is the promise of a lifetime.

elitistjerk
Activity Score 54
Planner
j4son's picture

True, any comment on the art..

j4son
Activity Score 266
Copywriter
Lecter Lecaros's picture

I think you didn't get the idea.

The idea is that Loto fulfills the promises of advertising since it's begginings. I think that is pretty clear in the ad.

Lecter Lecaros
Activity Score 564
Creative Director at JWT |

http://lecarosmatias.wix.com/home

rebelscum's picture

I find the message clear, but it's so incredibly straightforward that I was trying to find a hook where none existed. In fact, I thought it was an ad for a lottery...until I realized that no, it's ACTUALLY for Car Wax. (right?)

If that's not the case then I'm way lost.

As for the art...meh...better than I could do :) That said, I don't think it quite captures the Victorian/Art Deco look & feel. It's not aged, not distressed, not "poorly printed", if you get my meaning.

It's a big-agency client ad :)

That's my 2¢, anyway :)

EDIT: OK, i see now in the title of the piece that it IS an ad for a lottery :) I R DUM. That said...it makes even less sense to me. I don't see a connection with winning the lottery and a bygone era. The headline, however, works nicely for a lottery :)

____________________________________________________________

"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca

rebelscum
Activity Score 2096
Art Director at Large & IN Charge |

____________________________________________________________

I have thousands of pencils and $1.50 so I'm off to Starbucks

campass's picture

i'm european, and i dont know how people really lives there... (chile) but probably for the target, lower middle class in term of earn money... (could be almost all of the population), a chance of a winning lottery can really change a lifestyle of family winner. So the promise of a better life is not a false promise. In my point the whole campaign it works very well and it's well executed.

Good job.

campass
Activity Score 118
Dick Huges's picture

ok, this is awesome.

Dick Huges
Activity Score 935
Copywriter
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