Agency Network: 
Published/Aired: 
July 2009
Michael Hill:  Eclipse
Michael Hill Print Ad -  Eclipse

Description

To coincide with the solar eclipse, a topical ad was developed for Michael Hill Jewellers.

Print advertisement created by McCann, Australia for Michael Hill, within the category: Personal Accessories.

Caption

Michael Hill for special occasions

Advertising Agency: McCann Erickson, Sydney, Australia
Creative Directors: Vince McSweeney, Andy Geppert, Mark Smith
Art Director: Dave Heytman
Copywriter: Brendan Willenberg
Illustrator: Dave Heytman
Log in to post comments

Highest Rated

Pencil-Killer's picture

art direction could 've been better.i do like the concept, great top topical also

Pencil-Killer
Activity Score 59
Art Director at Leuven
sirvan's picture

This is a tad too unsubtle.

sirvan
Activity Score 29856

+++

"I love some things, and don't love some other things."

knockout3's picture

not good!

knockout3
Activity Score 56
Art Director
Guest's picture

To coincide with the eclipse? hmm, you mean you saw a picture of the eclipse, and thought, hey that looks like a ring, I know what I'll do.

Guest
Guest's picture

Very good!

Guest
alexander_bickov's picture

to much black :)

alexander_bickov
Activity Score 3281
Guest's picture

does not come through at all!

Guest
lucdesaulniers's picture

Love it.

lucdesaulniers
Activity Score 1145
Guest's picture

superb...........u mean dat its fr special occatn........n compare it with eclips which s also a speacial occatn

Guest
everartz's picture

reading the comments... how divergent! i'd conclude with NOT WORKING :D

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

o come on, everybody in the world has thought of this idea, how can you publish this, not fair, simply not fair

Guest
KbxAds's picture

there wouldn't be one a single advertising creative in the world who hasnt thought of this idea for jewellery, for wedding rings, for "special occassions", i myself wrote the stupid line "A celestial idea brought to life expertly by Nakshatra (a jewellery brand)". That mediocre idea didn't go further than even the mediocre CD's desk in the mediocre small agency. Everyone has got this same idea. Publishing this particular one here is cruel on every1 who thought the idea too common to even submit.

KbxAds
Activity Score 946
Copywriter at Surat, India |

www.be.net/karanbhatia

Sephi's picture

hey,the idea is so poor~

so much photographs&idea like this when the eclipse has finished,they post them into all BBS.

Sephi
Activity Score 139
Art Director at Shanghai,China
Guest's picture

good idea. brilliant. Just take a relook at the concept. Tweak the line. Maybe, a different visual...and I told you 'twas a Lions' thing.

Guest
Guest's picture

1st thought

Guest
Primitive's picture

very bad photoshop..nice concept

Primitive
Activity Score 122
Graphic Designer at Workers Village, Automax Magazine |


Dont waste your life taking care of It...

http://mosab.250free.com

RAM KATE's picture

Whatever any body comments, I liked the concept. The entire world was watching this celestial phenomena. It's timed well.

RAM KATE
Activity Score 761
Copywriter at Marketing |

RAM KATE

imosaddaq's picture

The Ring ! why black friend ?

imosaddaq
Activity Score 71
Creative Director at One Design House |

impossible is nothing !

AmOgodzzz's picture

The tagline and the visual have absolutely nothing in common. And what does a solar eclipse have to do at all with engagement rings? The tagline is also unoriginal and boring. If it is the client's own tagline from before, you should come up with a better one and use it.

automatik, McCann Erickson is actually a very well-established agency worldwide known for stellar work. Not sure what happened in this case, though. Maybe it was the client that pushed this idea?

AmOgodzzz
Activity Score 824
Copywriter at School of Visual Arts
Guest's picture

what do you mean it has nothing in common?!

it's michael hill "for special occasions"
...
a solar eclipse is a very special occasion. only comes around...how many times in a lifetime?

so the eclipse with the bit of light shining through is like a form of a ring.

hence, it's saying, michael hill jewellery is for our special occasions, which are as special as a solar eclipse.
like a wedding, for example.

Guest
she_kai's picture

this kinda idea can be seen everywhere

she_kai
Activity Score 221
Copywriter at TBWA
Guest's picture

Come one guys... The Art direction should reflect the beauty of the diamond, not a novelty ring from a christmas cracker!

Guest
Guest's picture

Mosaddaq, that's a very good photograph of yourself, it actually makes you look intelligent! Now go and ask a friend to help you look up the word "eclipse." Great ad.

Guest
Pencil-Killer's picture

art direction could 've been better.i do like the concept, great top topical also

Pencil-Killer
Activity Score 59
Art Director at Leuven
Guest's picture

Sweeet idea.

Guest
Guest's picture

Very topical. I like that. It would have been even better if the eclipse was visible from Australia or New Zealand. It was not, but it least it was reported on the telly there.

Best laugh in the comments above: "McCann Erickson is actually a very well-established agency worldwide known for stellar work." Stellar work? LOL. ME has long been the sick man of the multi-nats. Its work is legendarily bad in most markets.

One Show winner a few years ago: DM for an aspiring creative.

"Some people do some pretty dumb things to get into advertising."
Inside:
"For instance, I took a job with McCann Erickson."

It was entered by the guy's new agency, DDB, and won because ME is pretty much held in the contempt it deserves in the US and other English-speaking markets.

Guest
Guest's picture

Just reminds me of Heroes....

Guest
Guest's picture

it needed something else... the second and third phases of the eclipse have what is called a "diamond ring" (buddum chhh...) but I feel that they could have really played upon that more. even a tag line pulling it all together would have helped. over all this is pretty disappointing, but I can see where the A.D. wanted to go, I just don't think he got that idea across effectively.

Guest
Guest's picture

no twist at all

Guest
joelapompe's picture
joelapompe
Activity Score 4031
punk's picture

Predictable....

Why would you need 3 creative directors for this?

punk
Activity Score 182

Done!

niniasufle's picture

cliché cliché cliché...
old old old
etc etc etc...

to the 3 creative directors

niniasufle
Activity Score 407
Travelmax
Advertisement
Featured Content

Latest Collections

Advertisement