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Surprise

Campaign
Agency Network: 
Published/Aired: 
November 2009
Wilkies:  Surprise

Description

Print advertisement created by Ogilvy, United States for Wilkies, within the category: Education.

Caption

You're on the pathway. A stalker's waiting in the bushes. One of you is going to be very unpleasantly surprised.

Advertising Agency: Ogilvy, New York, USA
Art Director: Rich Wallace
Copywriter: Richard Ryan
Retouchers: Brad Palm, Maggie Palm
Photographer: Shawn Michienzi
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Highest Rated

Juan Cabral's picture

This guys from Ogilvy are doing what I was wanted to: living and getting money in New York without working.

Juan Cabral
Activity Score 709
Copywriter |

***
http://ad-genius.blogspot.com/
Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

sirvan's picture

This is the same line, written 4 different ways.

sirvan
Activity Score 29860

+++

"I love some things, and don't love some other things."

Guest's picture

I dont like you sirvan...

Guest
ace85le's picture

You don't like him because he's right. Why produce 4 same ads? It's to the same audience, same message, same style. They have too much money or what? Unless the 4 ads are inserted into 1 magazine for forest lovers, park lovers, garage lovers and ... garage lovers?

Hahaha.

ace85le
Activity Score 3935
Marketing Manager |

-------------------------------

www.scorchidentity.com

Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

Juan Cabral's picture

This guys from Ogilvy are doing what I was wanted to: living and getting money in New York without working.

Juan Cabral
Activity Score 709
Copywriter |

***
http://ad-genius.blogspot.com/
Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

rolling.stone's picture

lol, not only u wish that, but most of us wish that :)

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

-------------------------------------------------------------------

~ Quite obviously, I have gathered no moss ! ~

Guest's picture

nice photos. michienzi's a good photog.

Guest
Guest's picture

Oh dear. Really powerful idea underneath all this, but handled very clumsily.

Guest
Guest's picture

Ther'es a saying from Neil French(ex-Ogilvy)... u r only as good a yr last Ad!

Guest
Honest Dave's picture

Forget the martial arts academy, how about not walking through dark alleys at night?

Honest Dave
Activity Score 233
Art Director |

www.davestyler.com

thenewguy's picture

Fear is a very powerful, and potentially very effective strategy to play off of, and I don't think it's been done poorly in this campaign. People are probably more afraid of being attacked than they are of dying from smoking, and this would probably cause more people to join a gym than the latter to stop smoking. It also suggests the potential of empowerment, which is another huge advantage. Unlike ads that push empowerment from products that don't really empower you, ie. cars, make-up, the imagery here suggests a very tangible effect: smashing a mugger's jaw with an elbow strike.

That said, some of the copy, maybe a little cartoony, but effective. And the scenes are pretty spooky. I don't think they need to be in magazines for garages or forests. I think Maxim, Playboy, etc, as well as popular female magazines would be effective space.

But, everything can always be better I guess. The trouble with deadlines.

thenewguy
Activity Score 127
Copywriter at Quebec
theanc's picture

I like the line but not the art direction.

theanc
Activity Score 2784
Art Director at Grey Brazil |

http://www.augustocorreia.com.br

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