Jason

Campaign
Agency Network: 
Published/Aired: 
June 2008
Renault:  Jason
Renault Print Ad -  Jason

Also From This Campaign 2

Description

Print advertisement created by Ogilvy, Costa Rica for Renault, within the category: Automotive.

Caption

Objects in mirror are closer than they appear.
From 0 to 100km/h in 6.2 seconds.

Advertising Agency: Ogilvy Costa Rica
Creative Directors: Giovanni Bulgarelli, Carla Pravisani
Art Director: Daniel Montiel
Copywriter: Brian Maynard
Photographer: Ivan Castilla
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iT-iS-i's picture

They really didn't need that "Objects in mirror are closer than they appear" line, it clouds the visual.

Add insult to injury then burn the candle at both ends.

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

brycetype's picture

I'm in no way trying to defend the idea of the ad but when have you ever seen a rearview mirror that didn't say that. There would be more complaints if they didn't use the line.

brycetype
Activity Score 24
Art Director at Freelance Art Director
intertog's picture

a) All of Europe (not sure about the UK, they are always a little special) does not have this stupid sentence on their rearview mirrors...

b) Photoshop is really bad so not really shure they really run...

intertog
Activity Score 6
Scholz & Friends
Biga's picture

yep in Brasil that sentence is hardly found

Biga
Activity Score 45
iT-iS-i's picture

All hail intertog, that's exactly what i was trying to convey.

Add insult to injury then burn the candle at both ends.

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

pipe's picture

i agree, but the idea is not bad, i dont like the art direction.

pipe
Activity Score 2
Other
LeeMoh's picture

Nooooo!

The line in the mirror IS the ad headline.

Word by word: “Even if a horrible thing in reality is closer than what the mirror shows, you just don’t give a damn while driving a car of 6.2 secs from 0 to 100.”

Even though execution is - may be - not very comfortable...

but nice idea. I like it.

LeeMoh
Activity Score 424
Neil Levy's picture

can you explain how exactly the photoshop is bad. i'm not an art director, so i'd be curious as to what you mean. the ad looks professionally finished to me. whether or not it's a good idea is more the issue.

Neil Levy
Activity Score 314
Copywriter |

neil levy

brycetype's picture

I'm not sure what style they were going for but...do the two or so pictures look like they were cohesively photoshopped together to make one art style. It just doesn't look strong. Nor is it anything especially pleasing to look at. The foreshortening isn't working, it looks as if the guy is not sitting on the same plane as the car. Coulda taken a stronger perspective on the cropping of the mirror but that is personal judgment.

brycetype
Activity Score 24
Art Director at Freelance Art Director
brain123's picture

Also... Shouldn't the light hitting on Jason be red?
I mean, it's night time, he is standing behind the car and the red tale lights should be on...

brain123
Activity Score 830
Creative Director at Crea DRAFTFCB
STRTLRS's picture

OMG. Here we go again... Allow me to butt in. This is simply bad Mr. Levy. Trust us, the art direction is mediocre at best. Jason is clearly a Ken doll with a wardrobe malfunction. The Photoshop work is horrible, just look at how the doll, er, action figure is perfectly sharp on an out-of-focus road. The color sucks and the whole thing is not appealing at all. Verdict: does not work, therefore DOES NOT SELL! Go back to ad school.

www.storytellerscreative.com

STRTLRS
Activity Score 1601
storytellers. |

---------------
I think, therefore... yeah.

Neil Levy's picture

dear STRTLRS, i wasn't trying to be rude. i wasn't calling anyone out. just wanted to learn something from different points of view. are you suggesting i go back to school? if so, no thanks. i already have a job. if to them, seems like the creatives have landed at a perfectly fine place. sometimes, when people write comments, it's hard to see if they are being sincere. i certainly was trying to be.

Neil Levy
Activity Score 314
Copywriter |

neil levy

STRTLRS's picture

No harm intended. My apologies if you felt alluded. The "ad school" comment was directed at the team behind the ad.

www.storytellerscreative.com

STRTLRS
Activity Score 1601
storytellers. |

---------------
I think, therefore... yeah.

floydeepurple's picture

that line on the mirror was not required

floydeepurple
Activity Score 349
Copywriter
LeeMoh's picture

Think more.

LeeMoh
Activity Score 424
pushpy's picture

I am sorry, this ad is previously done by an Indian Creative director, Mohit Arora, lowe lintas, Delhi, India. (2001). Same Idea.

pushpy
Activity Score 21
contract advertising
pscs's picture

Why do cars sold in America (or American built cars) must have "Objects in mirror are closer than they appear" on the side mirrors?

pscs
Activity Score 440
SAC
awenindo's picture

because americans drive them after all...

awenindo
Activity Score 215
Guest's picture

THE AD IS GREAT. I LOVE IT. IT'S CATCHY AND THE IDEA WORKS. IT'S SO OBVIOUS THAT IF YOU DON'T UNDERSTAND THE PURPOSE OF THE WRITING ON THE MIRRORS, THEN YOU ARE A MORON.
YES, JASON LOOKS LIKE AN ACTION FIGURE DOLL. YES, THE BACKGROUND SCENE IS OUT-OF-FOCUS. YES, IT LOOKS CAMPY !!! THAT'S BECAUSE THE CHARACTERS IN THOSE MOVIES ARE CAMPY AND THE MOVIES THEMSELVES ARE CAMPY.
I GUESS YOU HAVE TO BE AMERICAN OR CANADIAN TO UNDERSTAND, SO I GUESS THE ONLY MISTAKE WAS USING A FRENCH CAR FOR THE AD.

Guest
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