Gripping, 3

Campaign
Agency Network: 
Published/Aired: 
February 2009
Penguin:  Gripping, 3

Description

Print advertisement created by DDB, Hong Kong for Penguin, within the category: Media.

Advertising Agency: DDB Hong Kong

Creative Directors: Paul Chan

Copywriters: Paul Chan, Jay Lee

Art Directors: O’ Poon, Fei Leung 

Photographer: Steve Wong

Retouchers: Bon Leung, Joe Kam
Log in to post comments
Jet Propulsion Lab's picture

As a consumer, I don't get it. As a creative, I don't get it. Without ANY copy and/or tag line, I don't get it. I don't want anyone explaining this ad to me either, because I don't have that luxury in real life when I see this ad.

It does not say "escape." It does not say "immerse yourself in a story." This ad does not communicate anything.

Jet Propulsion Lab
Activity Score 10679
Copywriter
Guest's picture

Fact that you doesn't understand it doesn't mean it's a bad ad. You don't want enyone to explain it to you? Too bad.

Its quuuuuuite simple. If you read a book, everything around you seems to disapear, because good book is compelling.

Cheers

Guest
Jet Propulsion Lab's picture

That's exactly the kind of response I didn't want to get (yet, was afraid I was going to get.)

No, I "doesn't" understand this ad. And I ALWAYS get simple and smart advertsing immediately. This is not one of them. Being open to interpretation simply leads to confusion on the cosumers' part. It's begging for a good tag line for it to make sense.

And how do you know the book he's reading is "compelling"?

Oooooh, the title at the top says "gripping."

My bad!

:(

Jet Propulsion Lab
Activity Score 10679
Copywriter
Guest's picture

OK, if he feels like "theres no other" in the middle of Hong Kong, in the middle of a day, the book is compelling.
True, you wont see the title of the ad in "real" life.

Guest
Jet Propulsion Lab's picture

If the target audience can not make an immediate, direct connection with that guy in the ad, they don't give a shit about what "HE feels like." You really have to understand how a regular, ordinary, normal, non-advertising person approaches an ad. They don't dissect an ad like we do day in and day out...

Jet Propulsion Lab
Activity Score 10679
Copywriter
Guest's picture

I think a clever and concise tagline could help a lot, and I don't think it would compromise the integrity of the ad at all.

Guest
TRICKY's picture

my interpretation of this print is that everybody went to buy a book ...so i do agree with "Jety" this print is soooo open to many interpretation that you might skip the right one

TRICKY
Activity Score 3794
Creative Director |

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture

If 'escape' / 'immerse yourself' were used, they'd be repeating what the visual is already saying.

Guest
sold's picture

maybe a simple tagline like 'just for you' or ...'well together'?
this ads need a copy...

sold
Activity Score 3379
Copywriter
Guest's picture

As I said, if you don't know the brand, the ad is meaningless. If you don't "get it", the ad is meaningless. If you get it but think "that's stupid, some books suck", the ad is meaningless. There are too many ways for this ad to fail and not enough ways for it to succeed. A failure in my book (pun intended).

Guest
Guest's picture

good intentions, but feels like it's missing something.

Guest
Guest's picture

This ad is made for peers in the industry. Not for the consumer.

Guest
Guest's picture

Love it ! So simple.

Guest
Guest's picture

don´t like it, the concept is too basic, almost first thought.

Guest
adhythya's picture

ehm... same xcution.
same feeling.

i love it.

adhythya
Activity Score 8
Copywriter |

ehm...

Guest's picture

concept too basic ?

dun think so. i think the simplicity is what makes it work so well.

it's a great insight.

Guest
Guest's picture

TERRIBLE AD

www.immb.info

Guest
A.G. Pennypacker's picture

I think these are smart. But I initially got a totally different meaning. At first I thought they were saying the streets are empty because everyone is off reading books. But that approach would have made more sense if there wasn't anyone at all in the ad reading a book. But after reading the comments I got the escapism angle. I don't think you need someone reading a book in the middle of a bank robbery to get the message across. The target is book readers. And this subtle approach is more appropriate since they're widely considered a more intellectual crowd.

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
agwbl's picture

I don't get it. You're saying that you think this is a good ad but you, yourself, didn't get it until you had read everyone elses comments. This makes no sense to me. I think this ad requires far too much effort on the consumers part when at first glance it is just a nice stock photo of Hong Kong. I doubt that anyone other than ad people on sites like this will look any farther than that. If so, FAIL.

agwbl
Activity Score 302
A.G. Pennypacker's picture

agwbl,
I don't think I contradicted myself. I admitted that I didn't get the ads right off. Typically I won't read comments until I "get" the ad. But as I said above, I THOUGHT I had got the real meaning. It was only after reading the comments did I realize I didn't get the creators true intent. After which I liked them even more.

All I'm saying is, not being an avid book reader - I'm not the intended target so I don't think it's weird that I didn't quite get it. So maybe in this case it's not the ads fault - it's mine because I don't read a lot of books. I believe these ads communicate a subtle (yet strong) message that is not intended for everyone. But I do think the intended target will get these because they experience on a regular basis, the feeling that is being conveyed here. For me the deeper problem is that I'm not so sure this is enough to differentiate Penguin from any other publisher of books. Don't they all claim or imply their books are "gripping?"

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
Guest's picture

It's going to work well in HK because it's impossible to see no people in the street like that. Almost too obvious. Who cares if it's the first idea or 100th idea if it's good enough.

Guest
fotdot's picture

Not great. Sorry. Not great at all. Pretty pathetic really. Photography is about the only thing nice here. Sorry again. Please no more scams.

fotdot
Activity Score 674
Creative Director
Guest's picture

Why the hell would you go out to town if you want to escape the crowd? Stay at home. I've never seen anyone reading on a busy street, bridge or in front of shops & pubs. Come on, get a life.
The proposition of escape is done countless times.
These ads puts me to sleep just like what a bad book does. It will never win any awards.

Guest
Guest's picture

Why the hell would you go out to town if you want to escape the crowd? Stay at home. I've never seen anyone reading on a busy street, bridge or in front of shops & pubs. Come on, get a life.
The proposition of escape is done countless times.
These ads puts me to sleep just like what a bad book does. It will never win any awards.

Guest
Guest's picture

Why the hell would you go out to town if you want to escape the crowd? Stay at home. I've never seen anyone reading on a busy street, bridge or in front of shops & pubs. Come on, get a life.
The proposition of escape is done countless times.
These ads puts me to sleep just like what a bad book does. It will never win any awards.

Guest
Guest's picture

Ruth, why do you give up advertising. You are pathetic. Heard you are looking for a job.

Guest
Jet Propulsion Lab's picture

That was an uncalled-for comment, you know it.

Jet Propulsion Lab
Activity Score 10679
Copywriter
Whitefang's picture

this is weak. I took a while to get it and when I did there is no reward. much better campaign done for penguin by some agency in singapore. the line is 'escape into a book' and just has books sitting open on seats in crowded public areas.
same thought - much better excecution. picked up at cannes.

Whitefang
Activity Score 509
Guest's picture

Yes, that Singapore ad was super clear and effective.
This is an epic failure..

Next!

Guest
Guest's picture

This ad would work beautifully in Hong Kong, especially since they used some of the busier sections in the city.

It may not mean much to non-locals, but locals will definitely be curious to find out why their familiar streets are empty. You could have lived in Hong Kong for decades and have never seen such a scene.

As for wanting to be alone and standing in a cafe, that person could simply be waiting for a friend or some mode of transport. If a book is really good it will absorb you, busy street or not.

The whole idea is clear enough, and evokes the kind of emotion you want the target audience (primarily book lovers) to have.

Guest
Guest's picture

And of course, the Logo is so popular dat you dont have to explain what the brand is. Too many assumptions here. I completely agree with the guy whose comment features on top.

Guest
Guest's picture

I completely agree with Jet Propulsion Lab

Guest
Guest's picture

I believe "Jet Propulsion Lab" should read more often instead of stressing others' language mistakes. For one thing, you would have understood this ad right away, and secondly it would make you seem like such a jerk.

Guest
Guest's picture

I believe "Jet Propulsion Lab" should read more often instead of stressing others' language mistakes. For one thing, you would have understood this ad right away, and secondly it wouldn't make you seem like such a jerk.
I do agree a tagline would not compromise the intergrity of this ad though.

Guest
Guest's picture

A tag line will ruin it all!!! So what if some people have a different understanding about this piece. It doesn't make it a bad ad just because some people who think the benchmark of a great ad is for them to understand it can't have a grip on it, ppffffff what a loser!!!

Guest
Guest's picture

Reading a penguin book helps clear up traffic.

Every few years an ad comes around that communicates everything with a nice, simple visual. This isn't one of those ads.

Guest
Guest's picture

I like reading books, just short of a bookworm.. I did get the ad without any tag line.. PURPOSE SOLVED!!

Guest
ruSh.Me's picture

I like reading books, just short of a bookworm.. I did get the ad without any tag line.. PURPOSE SOLVED!!

ruSh.Me
Activity Score 109
TBWA\India
Guest's picture

I love this ad.

You jealous bitches are just trying to stop them from winning an award.

Grow up. It's amazing. The photography must have taken forever.

Guest
Guest's picture

maybe we don't get it because it's not meant for residents outside hongkong. for people in hongkong, they'd easily recognize the place in the images and would be hooked into the ad.

i wonder when they shot these pictures?

Guest
feyzuk's picture

I think the problem here is we see no clue that it's gotta be the rush hour... this may be any street in Hong Kong or New York, but also the reason it's so quiet and still may be that it's very early hour in the morning.
The insight is quite good and has great potential that it may have many other creative approaches to convey that exquisite state of mind. Congratulations for your efforts. It's just that as a good reader, I expected more...
And also I expect the admen to be less hostile and comment on the work itself instead of personal attacks...

feyzuk
Activity Score 10
Copywriter at Grey Istanbul
Advertisement
Featured Content

Latest Collections

Advertisement