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jazarah's picture

are they trying to communicate speed and grip?

Activity Score 1260
lpliza's picture

I.. what?

It's ugly and unclear.

Activity Score 25
Willem de Kooning Academy
toti's picture

I think its saying "its fast as a fighter plane and it sticks on the road" and I might be wrong too cuz its a bit unclear...

Activity Score 35
CharlieR's picture

old idea.

Activity Score 92
scarfinati's picture

family trees usually go from one or two people to many, so this is confusing. Is it going upward or downward.

Activity Score 839
Art Director
Jet Propulsion Lab's picture

Nobody looks at an ad from the bottom up UNLESS the art director intends it to be read that way. I'm sure there are a few examples out there where it's clear that the starting point of the ad is at the bottom. I don't think this is confusing to undersatnd at all. The "fast/sticky" vis analogy for cars and bikes (and tires) has been done to death by now, but the message still seems clear as a bell.
I just hope this is not a double-page spread. And you know why.

Jet Propulsion Lab
Activity Score 10669
lauke's picture

"confused" ??? unclear"???
It's so easy and clear to me.
Am I a genius???
I like it.

Activity Score 112
Art Director
XL's picture

I think it's more than clear. It's wicked fast. It handles great (i.e. it sticks to the road.)

And the family tree execution isn't at all confusing, either. It like, "Imagine if a fighter jet could mate with some gum on the street, you'd get this motorcycle."

Nice work.

Activity Score 214
the_rock's picture

unclear? where i come from, family trees have a dad, a mom and at least a kid. don't get why its unclear....

Activity Score 12
Seixas's picture

Very clear.

Activity Score 95
Creative Director |

"What it is. What it was."

shaft_drive's picture

Saab has done the Family-Tree-comprising-fighter-plane ad a very long time back. They can do that, since they make friggin jet fighters. This is a rip-off, obviously. I can't locate the exact ad, but here are some good (serious) ads which reveal the flightier side of Saab. http://www.trollhattansaab.net/archives/2005/06/saab_vs_poster.html (see sixth poster: Saab vs.saab)
Aha - found the ad - or half of it, at least. Those boys from brazil should be made to eat used tp for desecrating this classic.

Activity Score 273
Creative Director
lauke's picture

Family-Tree in advertising is not new at all. Have been done several times.
But the saab ad has nothing to do with anything... a car that came from two other cars, mixed with a jet that goes to nowhere!

I like this ad. They mix speed and grip to create a super bike. Very different from the link I think.

Activity Score 112
Art Director
shaft_drive's picture
Activity Score 273
Creative Director
Mr. Phill's picture

Great and simple ad! Love it.

Mr. Phill
Activity Score 134
getconnected2001's picture


Activity Score 977
Art Director at New Delhi
NatalieM's picture

No dice. Keep thinking.

Activity Score 1681
Topolewski |


Cris's picture

the fold of the double pages is on the product...

Activity Score 47
Art Director at art director
lauke's picture

It came out as a single page. the double version is a poster.

Activity Score 112
Art Director
december's picture

The concept isn't bad, but i wish there was more to the execution to make me want to look at it. Sepia doesn't do it for me anymore.

Activity Score 93
Copywriter at Southern Methodist University |

I used to think heavy thoughts, until they crushed my head.

theanc's picture

Idea is cool but I'm not sure about art direction.

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

Activity Score 2778
Art Director at Grey Brazil |


neuclone's picture


Activity Score 86
Creative Director at Ogilvy & Mather
bhangbhang's picture


Activity Score 44
Creative Director
xishan's picture

a good layout might hv made it better

Activity Score 8
Graphic Designer
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