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Ficha técnica
Cliente: P&G
Agencia: Saatchi & Saatchi Singapore
Creativos: Alan Myles (Photographer), Richard Copping, Andrew Petch (Creative Director), Richard Copping, Eddie Wong (Art Director), Andrew Petch (Copywriter)
País: Singapore
Hombres. Hombres han sido los creadores de esta gráfica para la marca de productos de belleza Olay.
Entre tanto anuncio de mujeres bellas, sin arrugas a pesar de su avanzada edad y demostrándonos que las cremas, ahora llamadas anti-edad, son casi milagrosas, nos encontramos con esta gráfica que recuerda momentos de la infancia.
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Con un mensaje claro de que el producto no sólo nos hace parecer más jóvenes, sino que también nos hace sentir así, la historia elegida es perfecta para representarlo.
Peter Pan, el niño que no quería crecer, esconde el secreto para que él y su fiel compañera Campanilla permanezcan siempre en la infancia.
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No necesita slogan. La imagen es suficiente para transmitir la idea. El equipo creativo ha sabido alcanzar los sentimientos más tiernos de las mujeres y conseguir que éstas no sólo vean y analicen, sino que también sientan el producto, que se les remueva algo por dentro que las haga sentirse bien.
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Fuente: Best Ads on TV.
Etiquetas: advertising, campanilla, gráfica, mujeres, Olay, peter pan, print, publicidad, saatchi, Singapore, Singapur, tinkerbell, women
Sorry but I don’t think this ad communicates as clearly as you think. To me it says that Olay is Peter Pan’s secret to staying young and not Tinkerbell’s because Peter’s hiding it from her.
Yep, that´s it! I think exactly the same! If I wouldn´t know that Olay makes creams for women I would bet that this ad is all about cream for guys…That ¨they have got their beauty secrets as well¨, not just Tinkerbell…But maybe this is exactly what the autors of this ad wanted us to think? No? As guys use to ¨borrow¨ our creams and other cosmetics when we don´t watch, as ¨their ones are just finished¨…hehehe
And then they spend in front of the mirrow twice much time as we do
I only see Peter Pan´s story. Peter Pan wants to be young forever and so his friends. That´s the story this advert tells us. I think the aim of this advert is to relate the product with the everlasting young. That´s all.
It is obvious that the ad was created by men because women don’t identify with Peter Pan when thinking about looking youthful. Most women in the USA identify Peter Pan with men who “never want to grow up”. Being called Peter Pan isn’t a compliment. I would love to see the creative brief.
That´s the point!!! My friend asked me abt my opinion concerning this very advert, and the first connotation that came on my mind was exactly ¨the guy that suffers middle-age crisis, buys red Porshe and uses tones of anti-age creams¨. Why? Because:
1. I (as a woman) do not identify with a guy
2. He definitely hides it from her behind his back=a guy´s secret
3. For me Peter Pan is a clear synonym of a man who never wants to grow up, but in a mental, and not physical, way (see movie- it refers mostly to one´s mind)
But I must say that it surely depends on one´s culture, i.e. where are you from. MT, u´re from States so you see it this way. Europeans may have other kind of asociations…
But after all what counts is that the creative team of this advert got precisely what they wanted to get: a discussion over this advertisement
Cheers
I was way off base. I saw Peter Pan hiding the Olay until Tinkerbell got closer because he was going to give it to her to make her look younger!