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Agency Network: 
Published/Aired: 
July 2008
Lux:  Cop
Lux Print Ad -  Cop

Description

Print advertisement created by JWT, Australia for Lux, within the category: Health.

Caption

The power of beauty.

Advertising Agency: JWT Sydney, Australia
Executive Creative Directors: Jay Benjamin, Andy Dilallo
Copywriters / Art Directors: Tom Hazledine, Paul Spelman
Photographer: Sean Izzard
Typographer / Designer: Jeffrey Oley
Retoucher: Pro-Colour Singapore
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iT-iS-i's picture

WTF...

Add insult to injury then burn the candle at both ends.

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

Fontanero's picture

clever, very clever.

Fontanero
Activity Score 24
Copywriter
theanc's picture

Yeah, that's really nice! I feel like I've seen this before but I don't know. Anyway an award winning idea for sure.

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

theanc
Activity Score 2784
Art Director at Grey Brazil |

http://www.augustocorreia.com.br

Kruk's picture

the Sisi (sort like Fanta drink) commercial did this once before.

Kruk
Activity Score 27
Freelance Graphical Designer/Photographer
fen1x's picture

I though the same iT-iS-i ... WTF ?

fen1x
Activity Score 471
Graphic Designer at Multimedia Designer (graphic, www)
john ler's picture
john ler
Activity Score 667
Creative Director at Euro RSCG Casablanca, Morocco
miko1aj's picture

I don't think that these two are exactly the same ideas. Above ad says about BEAUTY which makes every man behaving like kid because it simply makes feel ashamed the person who stares at it. The ad which you gave pork_eater says about man feeling like a kid when he sees a car of his dreams. It's like a reminiscence, and has nothing to do with shame.

miko1aj
Activity Score 3086
Martinez's picture

Agree. Both are good. But not the same. This smashing beauty makes even the macho cop feel like a small boy. The BMW gives you the same "I WANT" feeling as a child in a toystore.

Martinez
Activity Score 454
roman-schwienbacher.com's picture

W_T_F

roman-schwienba...
Activity Score 1021
Photographer
wuynhvu's picture

no no no!
The girl behind steering wheel so beauty that the cop become a kid. Is'n it?

wuynhvu
Activity Score 10
Graphic Design
fen1x's picture

But this cop looks like a girl too :D
irony ?

fen1x
Activity Score 471
Graphic Designer at Multimedia Designer (graphic, www)
StuartLittle's picture

Why every one saying WTF, why shud i avoid, W......T.......F

StuartLittle
Activity Score 466
Other
Kateter's picture

yep, WTF?

Kateter
Activity Score 2029
Copywriter
Gilbert Berkam's picture

don't get it

Gilbert Berkam
Activity Score 71
Prof's picture

dude, wtf...?

Prof
Activity Score 1449
Copywriter |

Quite really.

Senhora Kolossa's picture

I support my brothers from the WTF-department.
Go for it and respect the brown brother.
This ad makes me wanna go to school to understand it. but dont have the time. sorry, folks.

After all: WTF, seems to be a students work.

Senhora Kolossa
Activity Score 483
Jung von Matt
krautland's picture

I have no idea what the fuuuuuck this is supposed to say.
the only thing I like is the logo treatment.

krautland
Activity Score 3214
Art Director at erm... no calls please.
getconnected2001's picture

Dear Cannes Judgdes, please explain this ad to us!
I dont understand what made this win a lion.

getconnected2001
Activity Score 987
Art Director at New Delhi
Wordnerd's picture

Same here. Whaat?

Wordnerd
Activity Score 6692
Copywriter
Freaksho's picture

after staring at this ad for five minutes and taking in all the elements, i must say.
WTF?

Freaksho
Activity Score 14
Copywriter
ChuckNorris's picture

WTF? Some people here are really stupid.

ChuckNorris
Activity Score 834
Creative Director
monotone's picture

WTF

monotone
Activity Score 301
ad/mkt student@ESCS |

I swear I had something cool to put here.

Michael Wolmans's picture

wtf

Michael Wolmans
Activity Score 94
Copywriter
fen1x's picture

"The power of beauty." they should change this slogan to " wtf " ;]

fen1x
Activity Score 471
Graphic Designer at Multimedia Designer (graphic, www)
Wordnerd's picture

i think i get it now. the woman in the car is so beautiful, the bad cop suddenly feels shy like a little boy? am i right? may i buy this whateveritis now?

Wordnerd
Activity Score 6692
Copywriter
fen1x's picture

but dont you think this "boy" looks like a girl ?

fen1x
Activity Score 471
Graphic Designer at Multimedia Designer (graphic, www)
Wordnerd's picture

erm, no?

Wordnerd
Activity Score 6692
Copywriter
theanc's picture

Yeah, that's what I get as well. It's not so difficult to get. It's just original.

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

theanc
Activity Score 2784
Art Director at Grey Brazil |

http://www.augustocorreia.com.br

Kateter's picture

I got that at once. but still... WTF!?

Kateter
Activity Score 2029
Copywriter
Age's picture

If we don’t understand, imagine the consumer.

Age.
www.propagandopropaganda.blogspot.com

Age
Activity Score 74
cp's picture

I think Wordnerd is right, but as fen 1x pointed out, it does look like a girl. So wtf is the art director doing?

cp
Activity Score 354
Creative Director
360 grados's picture

?????????????????????
suck

360 grados
Activity Score 305
Graphic Designer
Frits Harkema's picture

Lux make you look so good, every man turns into a young girl. That's a bit strange.

Frits Harkema
Activity Score 713
Antwerpen
HV's picture

hahah, thinking the same thing!

HV
Activity Score 212
Art Director
mad cha's picture

can somebody from jwt team explain what they set out to communicate?

mad cha
Activity Score 6
quinton_sential's picture

I got it straight away, the Cop's been turned into a helpless little boy by the power of the woman's beauty. Not that tough to understand.

quinton_sential
Activity Score 64
Art Director
wickedcheese's picture

and yay right, we from the WTF department suddenly have IQs of -10.

COME ON, WTF!?

wickedcheese
Activity Score 84
Graphic Designer at Plum Ideas
fractalrene's picture

Good one, simple ideas are powerful.

fractalrene
Activity Score 1504
Copywriter
Senhora Kolossa's picture

good one, simple posts are simple.

Senhora Kolossa
Activity Score 483
Jung von Matt
Anurag Sahu's picture

It didn't strike me instantly, but it did however get the message across.Nice work, i think women definitely bought this idea.
I don't doubt the Jury(Cannes), people who do are arrogant egoists.
Well use of wtf might seem imprudent, but i believe free speech should be encouraged in a place like this. Unveiling the kid in you might reveal a new dimension in your creativity. Some grandparents must take time and use some therapy ! haha WTF,ROFL,LOL,BRB,KMS... thats it for now !

Anurag Sahu
Activity Score 102
CopY Writer
rodrigoplant's picture

Freud explains. But yeah, the boy looks like a girl.

rodrigoplant
Activity Score 53
teenquey's picture

an insult to female cops?

teenquey
Activity Score 290
JWT
lexter17's picture

the boy IS a girl.

lexter17
Activity Score 27
Cologne
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