Agency Network: 
Published/Aired: 
March 2010
Metzele:
Metzele Print Ad -

Description

Print advertisement created by BBDO, Italy for Metzele, within the category: Automotive.

Caption

New Metzeler Sportec M5 Interact.
Until now you've simply turned corners.

Advertising Agency: D'Adda, Lorenzini, Vigorelli, BBDO, Milan, Italy
Creative director: Stefania Siani/Federico Pepe
Art Director: Luca Menozzi
Copywriter: Luca Bartoli
Photographer and Post production: Garrigosa
Creative supervision: Anselmo Tumpic, Giovanni Salvaggio
Account Director: Emanuela Munafò
Account Executive: Francesca Rapparelli
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Highest Rated

raghavendra's picture

i like the tag line "always 2 wheels ahead"

raghavendra
Activity Score 232
Copywriter
TheKid's picture

am i missing smthing

TheKid
Activity Score 184
ivan's picture

I missed it too. It's a knee pad attached to the helmet.

ivan
Creative Director at Ads of the World
Adaddicted's picture

Photography is good,
retouching... mmm... not too bad, now please tell me that you are talking about the tyre or the bike?!

You guys produced 'a tyre packed with new innovations', but for AotW's sake... do not publish your ads in English.

Adaddicted
Activity Score 3431
Art Director |

withalltherespects

bricard's picture

They're talking about the tire not the bike. I can't think of the right word right now, but these tires will...hug the corner. I like the photography and the direction they're going. I think for the copy though, maybe "taken corners" would be better? I don't know.

As far as the pad on the helmet, I wonder what % of people will/would notice that.

bricard
Activity Score 187
royschellekens's picture

It's way to forced! Somewhere the creatives took the wrong turn! :-P

royschellekens
Activity Score 390
Art Director at Art Director |

http://twitter.com/royschellekens

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Prime83's picture

This is one of those ads that confuse me rather than sell me something.

Prime83
Activity Score 497
Creative Director at Huella Publicidad
Sven Gali's picture

Somebody over thought this one...hence they will lose rather than amuse

Sven Gali
Activity Score 845
Photographer
Enduwolf's picture

I think you're all looking at this as professionals, not motorcycle enthusiasts. The target market will recognise this and understand it immediately and for the most part, find it amusing. I know I did.

And they are knee sliders, not pads. They're there to protect your leathers (in this case, helmet) more than rider safety.

Enduwolf
Activity Score 165
Copywriter at Advertising Energy Group
spiergallo's picture

The concept is good, but very very slow...

spiergallo
Activity Score 69
Art Director
raghavendra's picture

i like the tag line "always 2 wheels ahead"

raghavendra
Activity Score 232
Copywriter
casper's picture

the idea itself is easy to get by non-bikers. but you're not selling to non-bikers...

but in the real non-advertising world any biker that loves knee/elbow dragging ABSOLUTELY HATES to drag his/her head on the asphalt, sliders on the helmet or not.
sticky rubber should KEEP YOU FROM sliding on your head!

you are in fact sending the exactly opposing message from the product's positioning! what you are showing is not safe and not fun.

it's easy to fall in love with an idea in the cozy agency, but it's not always bad to turn back to your consumer and see what the consumer needs and thinks :P

oh! and a big thumbs down to the guys from metzeler's marketing that approved such an ad.

casper
Activity Score 3
Art Director
MHT67's picture

MMM not sure any of you guys actually ride bikes.

The phrase 'Until now you've simply turned corners' is perfect - it implies a slow non committed attitude.

The tires allow you to 'drive' (and that is the right term) through them.

The slider on your head is not a safety message it implies you can lean the bike over so far you need it not on your knee, or elbow but head - creating in a bikers mind the vision of extreme lean angles all in safety.

Far from missing the point the creatives hit it firmly on the head - for a biker that is.

MHT67
Activity Score 2
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