Penguin makes readers pause
September 23 2010, 6:49 am | | 13 Comments
People generally use bookmarks to remind themselves the page they last read. So Y&R Singapore created one with the symbol for ‘pause’ found on sound equipment to graphically remind them that Penguin also has a range of audiobooks. These bookmarks were given away with every book purchased in stores.
Credits – Chief Creative Officer: Marcus Rebeschini. ECD: James Proctor. CD: Mark Fong. Copywriter: Mark Fong, Ang Kah Han. Art Director: Toh Han Ming, Guay Chong Kian. Production Manager: Peter Ng.
13 Comments
And just when we thought we couldn’t go any lower on the Singapore ad scene …pause … we did
Just like the Toy Museum at Spikes in the Print category … anyone with common sense should hit the STOP button on this
I like it. I’m a fan of simple, easy to execute and deploy ambient stuff.
I’m with you 11.43.
And 11.16, come on, stop the negativity and have some fun.
Easy, but nice.
I agree with 11.16. Have fun with a big campaign for big clients.
Ha Ha 11:16…so easy to be a hater.
look, it’s not nike write the future, it’s just a simple, easy way to surprise and delight.
Right message (pause) in the right medium (pause) at the right time.
Seems they want to sell penguin audiobooks by cannibalising penguin paperbacks….is that smart? Whats this ad saying….take a pause, read an audio book, then pause again and go back to your paperback….and repeat till you go ‘wtf am I doing?’ Then again, does it matter as the client is probably some small bookshop.
BTW I must say penguin seems to be quite a big client judging that both Y&R and DDB have split the business between them.
I thought Penguin was DDB’s client?
PENGUINS BOOKS – massive client though. Bit like P&G and Lever in Asia.Can have many agencies, witness all the work from Malaysia….. and beyond the last couple of years
Let’s see some stuff on the Navy.. or any of the other great brands they have.
Enough bookmarks, toys, noise cancelling speakers, etc, etc, etc.
12:23 Are you sure?
Forgive my cynicism, but why would a publisher with a catalogue the size of Penguin’s, feature a book published by a major competitor in one of its advertisements?
What about Bose? Oh wait…they’re a massive client though. Bit like P&G and Lever in Asia. Can have many agencies, witness all the work from Singapore…
Am I doing it right? Or did I miss something out?