Concrete

Campaign
Agency Network: 
Published/Aired: 
January 2009
On The Job:  Concrete
On The Job Print Ad -  Concrete

Also From This Campaign

Description

We had to convince the most manly of men – construction workers and DIYers – that they were neglecting and damaging their most important tools – their hands. And that the best way to repair them was by using our skin lotion. But at the same time, we had to respect the fact that for our audience, tough hands were a badge of honor.

Print advertisement created by Dentsu, United States for On The Job, within the category: Health.

Caption

Repairs hands that work for a living.

Advertising Agency: Dentsu America, New York, USA
Creative Directors: Aaron Frisch
Art Director: Aaron Frisch
Copywriter: Arun Nemali
Illustrator: Kilato (digital retouching)
Photographer: Vincent Dixon
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Highest Rated

lynz's picture

wow, way to think in an absolutely literal way.

lynz
Activity Score 104
Art Director
El Barto's picture

So the stuff turns hand into stone?

El Barto
Activity Score 111
Art Director
lynz's picture

wow, way to think in an absolutely literal way.

lynz
Activity Score 104
Art Director
El Barto's picture

Sorry, was it your ad? ;)
Just not really convincing. Literal visual, literal copy, literal interpretation.

El Barto
Activity Score 111
Art Director
consolidated.db's picture

Confused?

Advertising can be tricky sometimes. That's ok.

The thing to remember is you shouldn't take ads literally.

With this particular image, they've exaggerated a truth to set up a problem. (It's tied back by the line in the bottom right corner. Look carefully at the line, then back at the image.) Of course, the product is the solution to the problem.

Always look at the line to see how it compliments the image. That's key.

Hope this helps!

consolidated.db
Activity Score 545
Copywriter at Ad Land
Nidal Almohtadi's picture

Thanks for your great effort... very nice..

Nidal Almohtadi
Activity Score 19
Art Director at Art Director in HORIZON DRAFTFCB jeddah
Marlus Lau's picture

Huumm...very interesting. A bit gross but very nice.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
Tripioso's picture

CLeean and simple. Nice execution.

Tripioso
Activity Score 470
Art Director at Grupo Wisa |

Life's a Trip. Enjoy the Ride!

Tripioso's picture

Clean and simple. Nice execution.

Tripioso
Activity Score 470
Art Director at Grupo Wisa |

Life's a Trip. Enjoy the Ride!

bhatnaturally's picture

Awesome execution!

bhatnaturally
Activity Score 95
General Manager |

--
www.lbhat.com

alexander_bickov's picture

Well done

alexander_bickov
Activity Score 3281
joelapompe's picture

Nice hand job if I may say...

joelapompe
Activity Score 4025
lucdesaulniers's picture

Nope.

lucdesaulniers
Activity Score 1145
Hibon's picture

This product repairs hands ???? love the idea but i'm not convinced.

Hibon
Activity Score 3734

Simple ideas are the best !

xcreativity's picture

I've to agree that the copy is a little bit tricky to discover what it means. I guess it takes a reasonable amount of time to find out what's the message this ad (puzzle) wanna transmit.

xcreativity
Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog |

monsieurange's picture

Buena campaña, pero el arte no me convence.

monsieurange
Activity Score 520
Creative Director
cruzialx's picture

sometimes it has to be literal cause thats what the client wants ROFL

cruzialx
Activity Score 194
Affinity Express Inc.
everartz's picture

i like it...

everartz
Activity Score 7613
Art Director |

| everartz |

shortafella's picture

good idea makes a good ad. 9/10

shortafella
Activity Score 1063
Copywriter at GRAFFITI BBDO |

http://www.behance.net/shortafella

kurtberengeiger's picture

Compared to the Philips TVC this isn't that bad...

kurtberengeiger
Activity Score 7357
Copywriter
mayankbarolia's picture

great work.. love the series!!

mayankbarolia
Activity Score 144
eayzie's picture

superb!

eayzie
Activity Score 6
Graphic Designer
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