Truth, Brother

Agency Network: 
April 2008
Oxford Bookstore:  Truth, Brother


Print advertisement created by Rediffusion DYR, India for Oxford Bookstore, within the category: Retail Services.

Advertising Agency: Rediffusion DYR, Gurgaon, India
Creative Directors: Abhinav Pratiman, Daniel Upputuru
Art Director: Krishnapriya Dutta Gupta
Copywriter: Bhavna Kher
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jsminhas's picture

Great job guys. Hats off!

Activity Score 36
barbe's picture

These ads look quite striking and are mildly amusing. But they don't work. These 'truths' simply aren't true for most people, so they don't resonate and don't offer a real positive reason to read fiction. In other words they don't persuade.

What's the real reason people love fiction? I'd start there and keep going...!

Activity Score 102
krautland's picture

actually I do think they work. this type of line is supposed to trigger a quick smile and make you just stop and browse the shelves for a second. they do that.

Activity Score 3182
Art Director at erm... no calls please.
barbe's picture

Raise a quick smile, maybe (at a stretch). Persuade me to read fiction or visit the bookstore, no.

Surely there's a more insightful solution here Krautland.

Activity Score 102
Vicomte's picture

The line is perfect

Activity Score 285
Copywriter at Copywriter
Arebehn's picture

First, like barbe said, that's not a universal truth, that line is for another context. Then, you don't need to avoid the truth, you need to face it, in order to be a better person, and to evolve. So if the truth hurts, that's a good thing, you don't want your life to be a lie. Plus, You don't tell people to read Fiction by saying the other genres are bad, like barbe also said, you start by thinking why Fiction is good.
And I don't like the crushed dummy. It doesn't add anything to the idea.

Activity Score 48
Prolam Young & Rubicam
Ndukwe Onuoha's picture

For goodness' sake, can't you guys just appreciate good copy...for once?!

Ndukwe Onuoha
Activity Score 149
Copywriter at 141 Worldwide |

Big ideas are often small

cheza's picture

Good copy, but I read "Be As" as "BEAS". Might just be me, though.

Activity Score 98
Graphic Designer
anumeha's picture

@ CHEZA - I too read the same thing "BEAS" and not "BE AS"

Activity Score 2
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