Keep prying eyes away
August 9 2012, 7:05 am | | 9 Comments
If information is power, then the need for data privacy has never been more pressing. 3M Privacy Filter is protective film that is applied onto your laptop, tablet or mobile screen to keep prying eyes away so what’s private stays private. DDB Singapore came up with this ad to promote the product.
Credits – Chief Creative Officer: Neil Johnson, Executive Creative Director: Joji Jacob. Creative Director: Thomas Yang. Copywriter: Adrian Yeap. Art Director: Khoo Meng Hau. Account Director: Rowena Bhagchandani. Producer: Samantha Seow. Photographer: Andrei Jewell. Retouchers: Peter Barker, Agnes Teo. Production company: Enfoca.
9 Comments
Just out of interest, how can an ad like this ever be signed-off. Isn’t this getting a bit off the mark for 3M?
Please see corporate guidelines below if you ever need to do a real add four our company.
http://solutions.3m.com/wps/portal/3M/en_WW/Corp/Identity/Applications/MarComm/Advertising/Print/
…the fabled land where everyone is (a) Caucasian (b) wears a trench coat straight out of a 1940s detective film noir. I hear they’re out of stock at Robinsons.
Give me a break please, I’m referring to you – Corp Designer!!
Corporate guideline is for those supplier like printers or small-time designers who doesn’t understand the layout well, Creative agency should challenge the corporate guideline when necessary.
Good question Corp Designer.
Another would be; does a product like this have either the margin or the volume to do consumer magazine advertising? I am sure we can guess the answer to both questions.
But the question that leaps to mind after seeing your link is; how does a good company like 3M end up with such a fugg ugly corporate look?
Come to think of it, I am sure I have seen great campaigns for 3M products in the past which did not look like a designer had a crap in a brochure from the 1970s.
Im confuse la…is the screen giving the privacy or the raincoat collar?
Who cares. DDB are the winners.
Corpse designer, tell me which great campaign have you done?
@Ahh Singapore and Corp Designer
Do you think Singaporean consumers will think:
“oh I can’t relate to the ad because the talent is white”
“oh I wanted a Privacy Filter but after seeing 3M depict an inappropriate fashion attire to Singaporean weather I am completely alienated”
“OMG!!! Someone released an ad without following corporate identity! You Maniacs! You blew it up! Ah, damn you! God damn you all to hell! *slams fist into ground and breaksdown into inconsolable sobbing*”
I’m an Asian planner and even I don’t think you need to show the “target audience” in all ads. The first rule in advertising is that the idea is king. And this ad is good solid and simple idea.
Corporate ID and wardrobe criticism??? Seriously you guys work in advertising? Should switch to client side…you’re wasting your talent…
BTW @ Steady La
I often say advertisers don’t give enough credit to consumers’ intelligence…..but I stand corrected….
Why does the model in the ad need any privacy…it’s clear the place where he’s standing is deserted.
And who cares what singapore consumers will think…this ad will only crop up at 7 bus shelters to qualify for an award entry. Have you seen the real 3M work the client signs off on, I jst saw one at Newton MRT….for a non-slip floor mat…it looks like a brochure on a 48 sheet…same agency no doubt but real work this time.
This visual idea is done to death. Show something weird and end it by saying, if you dont wanna look like this, use our product.