Nail

Campaign
Agency Network: 
Published/Aired: 
November 2011
Sears:  Nail

Description

Print advertisement created by Lg2, Canada for Sears, within the category: Health.

Advertising Agency: Lg2, Quebec, Canada
Creative Director: Luc Du Sault
Copywriter: Luc Du Sault
Art Director: Vincent Bernard
Illustrators: Vincent Bernard, Marc Rivest
Photographer: Marc Couture
Account Managers: Sylvain Morin
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Highest Rated

AussieDee's picture

I sorta get it..... I think? Oh hell, I dunno.........

AussieDee
Activity Score 36
Graphic Designer at News Limited
Billoughsby's picture

Um...

Billoughsby
Activity Score 5154
Art Director |

That's it.

Ramat Ajala's picture

Interesting.

Ramat Ajala
Activity Score 800
Baelin's picture

I don't get it...

Baelin
Activity Score 273
Copywriter
AussieDee's picture

I sorta get it..... I think? Oh hell, I dunno.........

AussieDee
Activity Score 36
Graphic Designer at News Limited
Geimima's picture

i think i'm the target of this ad

Geimima
Activity Score 824
Art Director at Trimedia Imaji |

life is a playground

suresh90's picture

Colorful kids stuff but there is no new concept in this :)

suresh90
Activity Score 620
Art Director at visualizer |

www.creativevideoads.blogspot.com

PDF's picture

Its very simple to understand guys, with Sears optical you'll see better so you could find a hidden nail in your child room, you could see a four-leaf clover in a field, and the clue of an arson fire....8 stars for the art direction, packshot integration, very smart.

PDF
Activity Score 66
Marcupolo's picture

awesome ad for optician ! congrats !

Marcupolo
Activity Score 206
Creative Director
Roger Keynes's picture

See it. Like it. ;)

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

Billoughsby's picture

It feels like a near-miss play on the figure of speech "needle in a haystack". That I get. Still a miss, though. Or no?

Billoughsby
Activity Score 5154
Art Director |

That's it.

esteb's picture

Great ad.

esteb
Activity Score 671
art
brookjohnston's picture

if you're trying to find a nail you lost in your kid's bedroom, you're a shitty parent.

brookjohnston
Activity Score 296
St. Lawrence College
Roger Keynes's picture

This isn't Dads of the World, brookj. ;)

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

Nike Diesel's picture

Great campaign!

@brookjohnston what???

Nike Diesel
Activity Score 13708
Art Director
atb2005's picture

What parent would be looking for nails or any other sharp objects in a child's room? Brook is right.

atb2005
Activity Score 13547
Nike Diesel's picture

Some people actually do this for the safety of their kids. There's even parents who childproof absolutely everything.
Brook is wrong. And so are you.
Case closed.

Nike Diesel
Activity Score 13708
Art Director
brookjohnston's picture

Okay, fine. If you leave a hay bale in your kid's room, you're a shitty parent.

brookjohnston
Activity Score 296
St. Lawrence College
Nike Diesel's picture

you're a troll

Nike Diesel
Activity Score 13708
Art Director
atb2005's picture

"Some people actually do this for the safety of their kids"

Putting nails where the toys are? Ok, Nike Diesel.

atb2005
Activity Score 13547
Nike Diesel's picture

No sane person will ever put nails where the toys are. Silly comment.
But, what if? What if someone dropped something by accident, their kids happens to be in love with sharp, shiny things, or a brother who wanted to make fun of her sister, etc, etc.. Well... I'm thinking concerned parents - or at least parents being thoughtful regarding their kids. Because you never know what they'll put in their mouth...
I'd admit this is not the best in executed visual for this idea, but still demonstrates the product. Vaguely, but still acceptable and understandable. IMO.

Nike Diesel
Activity Score 13708
Art Director
Nike Diesel's picture

And btw, the dipshit comment was unnecessary.

Nike Diesel
Activity Score 13708
Art Director
atb2005's picture

Yes, Billough, it's a giant miss. I wouldn't be surprised if the PDF reader works for the agency. I see they joined the site 20 hours ago. To explain the campaign, of course. Thanks for the explanation, but your campaign is still an epic fail.

atb2005
Activity Score 13547
PDF's picture

Aahahah ! sorry, i'm just from germany...But if they want to hire me, I would be glad to share my work with them !! I just logged myself after 2 years of reading stupid comments like yours to explain it, maybe I'm wrong, but what I understand is what I said and that's why I think its just a simple and briliant campaign !!

it seems that you are the only one who didn't understand the concept ! Don't worry, one day you can get it !

PDF
Activity Score 66
atb2005's picture

Ok, dipshit.

atb2005
Activity Score 13547
lixsmk1's picture

use a magnet to get the nail....but it's just an average concept, sorry not that great.

lixsmk1
Activity Score 79
Other at Ramtech Electronics Limited
Bogott's picture

As a parent, I totally dig this idea.

Bogott
Activity Score 244
Marino advertising group
vote4pedro's picture

I like the other two executions, but this one is a miss. There's no reason to add the hay. It only confuses the idea. It should have looked less staged. A kid's room would have made more sense with a few toys scattered around the room. But a more realistic execution might have been a rusty nail on a playground. Or a syringe if you want to make it even more creepy.

vote4pedro
Activity Score 4599
Copywriter
andylefty's picture

This execution in particular is a total miss. Too many elements.

I think everyone would immediately notice the needle in a haystack reference.

But then is it a haystack of toys or haystack with toys.

And the needle isn't a needle, it's a nail and yet is both the figurative and literal needle in a haystack.

Come on, surely better examples of this idea, which isn't bad.

andylefty
Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
Billoughsby's picture

LOL the dipshit comment. And a brand spanking new star rating

Billoughsby
Activity Score 5154
Art Director |

That's it.

CommandZ's picture

+1

CommandZ
Activity Score 2515
Creative Director
Karelgp's picture

Complicado pero se entiende

Karelgp
Activity Score 123
Copywriter at Intégralo BTL
Bianconiglio's picture

Like it. But there are three symbols toys, needle and haystack. So, why toys?
(less is more)

Bianconiglio
Activity Score 406
Copywriter
David carson's picture

nice art direction

David carson
Activity Score 14
Graphic Designer at WPC, India
JensH's picture

Sorry, don't think the target group will get it...

JensH
Activity Score 111
Abhishek Parikh's picture

The idea has put a needle in many places.

Abhishek Parikh
Activity Score 568
Hadrons's picture

If you need to explain - you miss the point.
2 stars for the effort.

Hadrons
Activity Score 6056

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

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