Negative degrees

Campaign
Agency Network: 
Published/Aired: 
December 2008
Webasto:  Negative degrees

Description

Print advertisement created by Saint Elmo's, Germany for Webasto, within the category: Automotive.

Caption

Freezing man enters preheated automobile.
Webasto park heating in automobile, 2008

Advertising Agency: Saint Elmo's Campaign, Munich, Germany
Creative Directors: Marcel Koop
Art Director: Jörg Sappl
Copywriters: Jörg Sappl
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Highest Rated

Senhora Kolossa's picture

wir.

Senhora Kolossa
Activity Score 483
Jung von Matt
Senhora Kolossa's picture

advertising agency enters wtf-work for adc

Senhora Kolossa
Activity Score 483
Jung von Matt
Guest's picture

Baur, Bill, Otten, Königer - self-righteous complaint is a sign of weakness!

Guest
Imwrittenwith-c-and-ai's picture

oh you know them too? ;-)

I also wonder why my fellow ex-texterschmiede-people from the fantasy agency "frau kollossa" have to write stuff like that...

Well - they might have their reasons.

But maybe they want to share?

Always easy to critizise...

;-)

Imwrittenwith-c...
Activity Score 80
Copywriter at Ad agency, copywriter
Guest's picture

Frau Kolossa needs a penis made of iron.

Guest
Senhora Kolossa's picture

.

Senhora Kolossa
Activity Score 483
Jung von Matt
Senhora Kolossa's picture

the ad made me laugh just as when the cow came home from a snowboard-weekend with broken milk.

If you can't deal with silly criticism, you should learn to deal with silly criticism.

Just as when the cow came home and got criticized for breaking the milk.
in her udder. silly cow.

Senhora Kolossa
Activity Score 483
Jung von Matt
john doe's picture

doesn't work for me.

john doe
Activity Score 1571
Art Director
Guest's picture

didnt it make you read you idiot?!

Guest
john doe's picture

no it didn't. you shitty coward.

john doe
Activity Score 1571
Art Director
Conceptual-eyes's picture

Not right for the product category. Otherwise, it's interesting to see different art direction.

Conceptual-eyes
Activity Score 1475
Copywriter
Guest's picture

wow. finally something different looking! these are really nice. this art director knows his colors....

Guest
Guest's picture

Aber Frau Kolossa... wer macht denn sowas?

Guest
BrettHeart's picture

Aber Frau Kolossa... wer macht denn sowas?

[BrettHeart™]

BrettHeart
Activity Score 136
Contexta |

[BrettHeart™]

Senhora Kolossa's picture

wir.

Senhora Kolossa
Activity Score 483
Jung von Matt
Imwrittenwith-c-and-ai's picture

Ach kinnersch jetzt is aber auch mal gut!
Ihr seid ALLE tolle kreative...
Hört auf zu streiten!
Das ist doch ALBERN!!! ;-)

Sehn wir uns am adc, senhoras?

Imwrittenwith-c...
Activity Score 80
Copywriter at Ad agency, copywriter
Imwrittenwith-c-and-ai's picture

Thumbs up for this! Hits on the line between art and ads.

Imwrittenwith-c...
Activity Score 80
Copywriter at Ad agency, copywriter
NatalieM's picture

These got me thinking. I think if I were more familiar with the brand, it would have been a quicker message. I love the chances they took using the modern art.

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

Jet Propulsion Lab's picture

I wonder what the rationale behind this particular approach.
There seems no relevant connection (emotional or otherwise) between the target and the execution. Is the demographic skewing more towards highly-educated art aficionaos? Is Webast a sponsor of an art week of some kind? Is this a regional thing? (Munic = modernist art movement?) I don't think so...

I always like something interesting to look at in an ad. But it also needs to have a sound conceptual strategy behind it. This just smacks of being different for the sake of being different.

So, again, what's the rationale behind this campaign?
I'd love some intelligent response, otherwise I'm not convinced this actually resonates with their target audience in a million years.

Jet Propulsion Lab
Activity Score 10679
Copywriter
Imwrittenwith-c-and-ai's picture

Well the agency actually made an exhibition of the oil on canvas originals in a car store, and the big headline above the poster ad reads "The art of heat".

What's so thrilling in my eyes is the blurring line of the "artvertisement" here - I find it an interesting and clever comment on the old "ad or art-dialectics", on the congruences of these two forms of creative actuation.

You may call it "on top", I call it "inherent in all forms of creative advertisement output" - so why not actually use and show that in one?

What Jörg did - and I openly envy him for it :-) - is putting the old fight ITSELF into the form of its subject - and even so with lots of humor. And I highly admire and respect that - you should too.
Something like that was overdue in my opinion - and look it`s decorative too. :-)

What has it to do with the product? Well everything - "warm" and "cold" colours match "warm" and "cold" places - can you do smarter? Show me!

Imwrittenwith-c...
Activity Score 80
Copywriter at Ad agency, copywriter
Jet Propulsion Lab's picture

I actually had to use my English dictionary to try to understand your comment! ;P

Anyway, I appreciate your lengthy, pseudo-highbrow response. But now that I'm getting a bit of the background information on the work, I kind of see where it's coming from. I also thought (after my last comment,) that the execution was a visual play on the whole Bauhaus art sensibilities.

I just can't bring myself to callig this a "smart" piece of work since I think there's a bit of a disconnect on a more emotional/gut level. The whole use of "warm and cold colors" just comes across as being gimmicky if the concept is not based on a real consumer insight (ie. I want my car to be already nice and toasty when I step into it when it's freezing outside.)

"The Art of Heat", in my opinion, is a very superficial (read: lame-ass) attempt at advertising something that could've been a whole lot more conceptual and fun.

Jet Propulsion Lab
Activity Score 10679
Copywriter
Imwrittenwith-c-and-ai's picture

:-)Well I`m kind of flattered being a non-mother tongue guy - :-)
just tried to answer intelligently - as ordered... :-)

Yeah a way to see it - give you that - if you wish to leave out what's great about it...

But I dont think the insight you give as an example is anything you have to tell people - they know it`s great to have a warm car.

It`s like saying: An ad for a toothbrush has to be only about the pure pleasure of brushing teeth... I find that - no offence - a bit short-sighted - and there sure are great examples for toothbrush-ads which have nothing to do with teeth - or toothbrushes, for that matter. :-)

Right?

I think the fun in those ones lies in other parts - which I discribed at length - and I therefore rest my case. :-)

Imwrittenwith-c...
Activity Score 80
Copywriter at Ad agency, copywriter
luispiter's picture
luispiter
Activity Score 2756
comunication
Guest's picture

stupid take it off tv. find sometheing else to spend the money on

Guest
Guest's picture

Why r u fighting to each other i don't understand

from (mäc)

Guest
thefakehuman's picture

Atari is back in fashion for the Germans i guess...boooooooo!

thefakehuman
Activity Score 410

- Life Feeds on Life -

LisAD's picture

at least it's something new!

LisAD
Activity Score 446
Art Director |

"the art director says: whatever I say"

Jet Propulsion Lab's picture

When I was a very young and inexperienced art director, I once said that to my creative director about my work in an internal presentation.

I almost got fired that day.

Then I suddenly realized I wasn't IN SCHOOL any more..

Best of luck to ya!

: (

Jet Propulsion Lab
Activity Score 10679
Copywriter
Guest's picture

Not digging this. No substance and I think the style is wrong for this product.

Guest
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