"Brings out the best in glass."
cred:
Euro RSCG South Africa
Creative Director: James Daniels
Art Directors: Romy Lunz, Laura May Vale
Photographer: Clive Stewart
Copywriter: Sarah Keevy https://sites.google.com/site/mayuradocs/PinIt.png
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13 comments:
maybe it's just my weak lady-brain at work here, but i'm not sure i get this...
The claim is this glass cleaner is so good it makes glass shine like diamonds.
P.S. Lady-brains rock!!!
i'm not sure if i'd want my glass shining like diamonds....it seems like this ad is a little...ineffective?
and i'm glad you think so!
I feel ya, weak claim at best!
The most amazing people in my life have lady-brains!
(and a few of them are guys!!!)
I beg to differ.
I think the target audience would, in fact, want their glass shining like diamonds. And I think it's a strong claim, implying that your glasses will be sparking clean.
I'm not sure what the problem with the proposition is, really. It's glass cleaner: what more can you say?
Incidentally, I think the campaign works brilliantly.
i gotta disagree, Ego--I think i'd prefer my glass to be clear, not sparkling--sort of defeats the purpose of a window cleaner if you can't look out the window without blinding yourself...
that and i'm a little bothered by the sexism--the only people who are dazzled by the diamonds are, of course, women, the diamonds being things in the man's possession.
Hi, FilthyGrandeur,
With all respect, you might be overthinking this campaign a wee bit.
I mean, really: do you think consumers will think Windowlene will make windows so clean that it potentially blinds you? No glass cleaner does that, otherwise the product would have to come with a health warning sticker... HEY, THERE'S AN IDEA!
(You're welcome.)
Ego--
thanks so much for correcting me for my errant personal interpretation. thank god you're here--otherwise who knows what other sorts of things i'd be "over thinking." you are truly too kind.
At first I didn't get it, because I think a certain way, perhaps.
Then it hit me. The target audience is people who like to front. These dudes are representing glass as diamonds in an effort to get some.
Go for it, I guess. I don't DO windows.
FG, ET, I see both sides of the discussion here. For the advertising community we like creative executions and are (overly) concerned with cleverness. That same cleverness we laud is often lost on the consumer. I try and keep that in mind when I'm working. But that has lead me to creating some of the most watered down work in the industry. Now that same work has help in attaining double digit growth for two (hair care) brands. So what do we do, please our comrades in the industry or communicate effectively to the audience? I'm certain the best answer lies somewhere i the middle. Creativity is what made advertising viable and sustainable. But when that creative approaches the esoteric, we have lost any reason to exist. Subsequently, when the same effort becomes too bland we have lost audience and supporting dollars. It's a tight rope act. I have to say this campaign was not clear at first to me, but when I got it, I laughed a hearty chuckle out loud. That creates a good visceral pay-off and creates ad/brand recollection. Honestly, I smirked at the portrayal first. Moved past that, laughed at the insight and then got pissed all over again. But I have to wonder if customers, viewers of this ad will spend as much time as I did to get what they are advertising? I doubt it.
What up, Bambi !!
Craig Brimm is Barack Obama.
FilthyGrandeur is Sgt. James Crowley.
And I'm Henry Louis Gates Jr.
Now, where's that pint you promised us, prez?
LOL, ET, man I officially owe you a drink. I will be in the UK march 2018, I'll see you then.
I didn't mean to wax so damn political, but you know it's true, dumb your work down and sell like Billy Mays. God bless/rest his soul.
aw :(
i still would like a beer though...
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