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Rules

Agency Network: 
Published/Aired: 
June 2008
ZTE:  Rules
ZTE Print Ad -  Rules

Description

Art Director / Copywriter:Yu Zhang

Print advertisement created by Exis, China for ZTE, within the category: Electronics, Technology.

Advertising Agency: Exis China, Shanghai, China
Creative Directors: HoYa Lee, Jack Feng
Illustrators: Yu Zhang, Ian Guo
Other additional credits: Kun Xie
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john doe's picture

they can even do worse

john doe
Activity Score 1571
Art Director
Lip's picture
Lip
Activity Score 234
SeanMartin's picture

Great opportunity wasted. This would have made an amusing series, in the right hands. These were not those hands.

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No, I am not a media buyer.

SeanMartin
Guest commenter's picture

I agree.

It's a fresh and potentially funny approach for the category, but I think they missed the mark.

Guest commenter
Guest commenter 's picture

Cannes Grand prix!!!!!!!!!!!!!!

Guest commenter
ackattak's picture

Stand-up comedian or all hopped-up on goofballs?

ackattak
Activity Score 396
Copywriter
Scam Detector's picture

Potentially funny in China? I wouldn't want my brand/product to be advertised in this manner.

Scam Detector
Activity Score 1048
General Manager
Guest commenter's picture

This is an ad aimed at the price conscious buyer in a time of economic distress. As the consumer wonders if he may be laid off in the next few months, he can consider the options he has if the ax falls. When he runs out of ham and other foodstuffs, he could commit suicide, live as a hobo with a scruffy beard, or engage in petty crimes to get by.

But, no matter what future lies ahead for our intrepid consumer, he'll have a thin cellphone that will look great as he's begging for spare change on the sidewalk, trying not to cry as he recalls the ad, wondering why he didn't just use the cellphone to plead with his parents to move back home.

Guest commenter
diegocrescini's picture

too many separate texts?

Probably for a serial ad. But still... 3 crimes against a 3d person, plus suicide, plus shaving plus cooking?

Mmm, I wonder if the "insights" are chosen properly.

diegocrescini
Activity Score 56
Other
corre's picture

they should have separated each picture and released them as a series instead,now this looks like a boring inflight instructions pamphlet.

corre
Activity Score 196
Guest commenter's picture

Cannes grand prix ....who said that? i love jokes!!!!!

Guest commenter
Guest commenter's picture

I have never thought that "thin" can be used as a sell point. Otherwise, maybe the customers even never thought about those usages. That's even worse.

Be careful boys!

Guest commenter
Guest commenter's picture

I have never thought that "thin" can be used as a sell point. Otherwise, maybe the customers even never have thought about those usages. And this would be even worse!

Be careful boys!

Guest commenter
Scam Detector's picture

Motorola Razr used it as their USP. Nice campaign that ran for quite a while.

Scam Detector
Activity Score 1048
General Manager
Guest commenter's picture

I KNOW AND I ALSO DISLIKE IT! MOTO? IT'S JUST A JOKE!

Guest commenter
Guest commenter's picture

WOWOOOWOOOOWOOO!

Guest commenter
Guest commenter's picture

I think, it's the instructions for using the "thin" cellphone, in the form of very amusing. If you studied introduction of any production, you may understand it.
And why we couldn't use "thin" as the selling point? Whatever is, is right. Moreover, it's just the Scam Ad.

Guest commenter
Guest commenter's picture

Don´t look the ad as an advertiser, look it as a client, i think it can works.

Guest commenter
Scam Detector's picture

I think the humor used in these ads is a bit misplaced in this day and age. There are better ways of using this USP, more positive.

Scam Detector
Activity Score 1048
General Manager
Guest commenter's picture

This is garbage ad.If we say "thin",we can find unique approach not this.If you guy want show something for us pls,let us see the great idear ,not execution!

Guest commenter
Guest's picture

Very bad. And, btw, it's down the street, not across the road.

Guest
des4graphic's picture

Great Idea i think

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\\Graphic in every where.... look around you!\\

des4graphic
Activity Score 282
senior graphic designer |

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\\Graphic in every where.... look around you!\\

Guest's picture
Guest
Guest's picture

This ad is amazing, they have definately served the purpose of the Ad : sales, remember ads are not for entertainment and always good to the eyes, this ad has made us read all the contents and invariably said again and again that the phone is thin... didnt they? and dont we look thin as a feature to buy phone.. we do!

Guest
Guest's picture

NO.NO.NO. more 山寨 ads. Plz.

Guest
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