Ambi Pur cures car smells
October 26 2009, 8:34 pm | | 58 Comments
JayGrey, Sydney was tasked to introduce Ambi Pur’s new In-Car Air Freshener.
JayGrey, Sydney was tasked to introduce Ambi Pur’s new In-Car Air Freshener.
58 Comments
Too clever for me. I, honestly, don’t get it. Please explain!
I’m guessing the dog has either farted and is hiding.
Or the smell in the car is so bad that it is trying to get away from it.
???
Yeah, I’ve only got an IQ of around 140. Way too clever for me.
Please explain, Jay.
Perhaps a little obtuse but the idea is sound. It appears that the dog is retreating from smells in the car. A fart maybe?
1:16 I’ll explain very clearly. Pick up your pencil case, walk out the door and never, ever look back.
Obviously no one gets it. Or they’d be heaping it with Jay-love.
What’s so hard to get?
Obviously a half-page because the dog would be right in the middle of the gutter.
OK, but aren’t we all getting bored with this type of “Award School” ads – simple visual small logo. Surely we’re smart enough as an industry to move on?
I think it is good….and very easy to get….the line reads CURES CAR SMELLS. for AMbi Pur Car Freshener..the dog is a nodding dog…and has pulled his head in coz the car stinks…jesus has it been so long before anyone has seen a good ad that everyone one has forgotten…its charming and spot on i think. wEIRD THAT YOU DON’T GET IT. c’MON PEOPLE.LOL.
Funny and sweet….noice!!!
Very sweet poster or half page it makes no difference. Good and it communicates to me instantly.
if you don’t get such a simple ad what are you doing commenting, its amazing to me.
I’m sure it’s very good.
The only ‘fuck with the car trinket to make your point’ concept. Except this time for a twist, no-one gets it. Nice work.
The “sound” idea of a dog retreating from a smell in the car could also be described as “weak as piss”.
The fact that dogs fart – and people associate dogs with farting – confuses things.
Whoever didn’t get this should look at themselves in the mirror and say to themselves ‘Why haven’t I seriously cracked it in this industry? Is it my looks? Is it my hair? Can’t be my brains… no…’
Fucking hell people, it’s a great ad and it’s extremely fucking simple.
Shouldn’t it read CURE CAR SMELLS instead of CURES CAR SMELLS.
Surely it the car was ‘cured’ then the dog would look a wee bit happier about life.
Slipped up there didn’t they.
I agree with 5.15,
Thought it was about the dog hiding his dog-breath which from experience generally smells pretty bad
5:03 PM
Simple? Yes. Clear? No.
Gets rid of car smells.
What a great, single-minded proposition that everyone can relate to.
And this is their best idea?
With my bad hair, poor looks and average intelligence, I still reckon I could do better.
Well, the sheer number of differing opinions on what the idea actually is just confirms that it’s a very confusing ad. If we advertising braniacs can’t agree on what the idea is, what chance have people who couldn’t give a rat’s arse about ads – ie the general public (who are the target – unless you’re a cynic and think it’s only aimed at award juries) think?
Why would it be a poster?
Someone agrees with me on the CURE or CURES thing. Interesting….
I mean I might be wrong for all I know
But what did Jay Furby say in his press release? Only wants people on his team whose grandmothers’ cortex’s core cortex’s fibrous brain tissue are made up of the purest of pure clever clogs….
He should do a Steve Back; just be quiet and just do good work.
Sydney advertising seems exciting again; Droga, Back and Jay Furby all gunning to be tops. My money is on Saatchis.
The credits say it’s a poster. But the headline is so tiny it can’t possibly be.
Dunno about any of you, but when I make a poster, the clients kinda like it when people can read it.
Bloody clients. Always getting in the way.
For CSI fans, here are the clues;
1. Key visual clue is a nodding dog toy on the dash board of a car.
2. The ad is for product is to cover up smells in cars … there is a pack shot and a headline that tells me this.
3. The nodding dog is pulling it’s head in for no apparant reason
Answer:
The dog is pullling it’s head because the product stinks!
Nar, can’t be that, it’s an ad for the stuff.
Think I will google it.
I can’t believe people are actually confused about this ad. It’s not about dog’s breath or the dog farting. It’s about the toy dog pulling his head in to avoid the smell in the car – whether it’s a dodgy air freshener or vomit, it doesn’t matter.
Would have been funnier if the dog had shit on the dashboard.
Yeah 11:53am, it’s completely obvious because dogs pull their heads in all the time to avoid bad smell. And they never fart or have bad breath.
Oh my god the collective IQ of our industry has dropped dramatically seeing some of the responses to this ad.
I’d be fucking proud and feel very lucky to get this up, it’s clear as day (must be a lot of suits / left-brain douches reading this post) and 11:55 PM, running the line as small as you can makes it look better.
If it’s a poster, consider, possibly, it’s running in train stations and the one on the side of the road would be a bit bigger.
I’m shocked and astounded there are so many people confusing themselves who are blatant enemies of good work. Go back to whatever department you came from, or jump on your yacht. This is good work, it’s a standard we should aspire to for simple press ads.
Or would everyone laud it’s creativity if there was an SMS mechanic that led you on a wild goose chase around twatter and fishbook with your friends to find the missing car smells and win a $10,000 trip to the Grand Prix in Monaco?
Please go back to your D&aD books people and remember what a good ad is.
To 8.35
I think you’ll find JayGrey are being very quiet and from the work i have seen they have no reason to be. Ambi Pur print and TV rocked.
Word of advice you dill, if you are going to make an attack make sure you have the facts right.
There has only been one press release from this agency upon launch four weeks or so ago. Since then they have just put work up. What pray tell is so wrong with that. Jealousy is a sad Insidious disease. You have issues honey.
Oh my god. Anyone who does not understand this ad is mental. It could not be simpler. It is as clear as day. Smell in car…. therefore nodding dog pulls head in. …Look to product solution. I really feel for the industry when idiots just don’t get simple stuff. It shows a distinct lack of knowledge , understanding and talent. I think it is clear and entertaining. If you don’t get it you are scarily in the wrong business and perhaps should go client side. When did the blog become a research group of idiots rather than creative people? Hang your heads, in the shame of your own idiocy, people.
PB
Reg – 12:16,
Maybe that’s why the dog’s scared? Cures car smells?
Jesus. Welcome back advertising that takes a week for people to get, hopefully it will raise the intelligence of our audience a little as well.
Well he’s got you all thinking again and with such a simple ad. Well done Spike and Jay. Good work fellas. The negatives are probably from people without talent or jobs. Sod em. It is a fine piece of communication, very well executed. Top marks.
Thanks 1.14 for the suggesting that we all should consult our D&AD’s to remember what a good ad is.
I did and this isn’t.
ok then,
anyone who sees one of these ‘posters’ in situ, please send a photo in. I’d love to see how that tiny headline works in the real world.
Some of you people need to think about how outdoor works when it’s up on walls and on top of buildings, not on a bit of foamcore or in the pages of an annual, 10 centimetres from your nose.
This is a lovely idea, but it’s FUCKING OBVIOUSLY a magazine idea that for whatever reason, didn’t make it into magazines… and so was reborn as a ‘poster’.
Kudos to the agency for not letting good work die, but shit, some of you fanboys need to be smart enough to know what’s what.
I keep writing ‘poster’ like this because I highly doubt it’ll ever grace an actual poster site.
Reg – i’ll have a soy latté with one thanks.
Even amongst the fans of this ad there’s disagreement over what the story is.
Maybe the idea, whatever it is, it would be clearer if it was a TV ad. Or maybe it’s a frame from one of Spike’s storyboards… It’s certainly not a poster.
Dear 2.05
Erm go look at some adshells/metrolights in shopping centres…its up.. i’ve seen them…i think this is the half page press.
The line is bigger on the posters so everyone is really talking about a press ad as a 48 sheet poster. It is a metrolight so far.
Press release obviously got it wrong or not fully correct. Who cares anyway….where are the better ads and why be soooooooo critical of something that does work and raises a smile. There is so much crap out there it’s amazing that something that is good gets one or maybe two people slagging it when it is way above the rest of the shite out there.
Funny comment about JayGrey vs Saatchis by some fool. Saatchis is massive with every resource, whereas JayGrey is a very small start up/rebrand of a defunct boring agency…If Back doesn’t win in this so called battle well that would be rather embarrassing.
Knowing Furbs, Back shouldn’t give him a running start.
P.s. D&AD fan. There is a difference between a fan and a winner.
@ 2.11, in my experience it’s usually the sycophants who buy the coffee.
Who are you reg????….c’mon man up. Who are you and what have you done you measly weasly little man or woman.
mines a tea, skunk.
You fucking moron 2.29.
Your head is so far up your arse you have lost the power to reason.
Fuck off and deliver those brochures in Redfern.
And if you can’t get a job doing that, maybe a call centre will have you.
In India.
To 1:30pm from 8.35
You have a point. One press release does not make GreyJey a whore. While the press release paid hommage to grandiose it’s still just one press release. I stand corrected.
But the funny thing about your attack is that you have said nothing about my point on the strapline which has made the ad a slightly muddled piece of communication. It would seem your silence on this is in essence an admission that the ad’s execution was sloppy.
Surely an agency with pride in the details would have picked this up. Just a point.
@ 2.11 and 5.01, seems I’ve touched a nerve.
Man up? I’ve got a better idea.
How about you stick to being a blog tough guy, I’ll stick to making you look stupid and we’ll both remain safely anonymous?
OK, cool, the credits are wrong. This is the half page press version, and the poster version doesn’t look quite as nice because the headline is bigger.
That makes a lot more sense.
And who cares anyway? Not suggesting anything about this ad, but you should care, because when you enter your outdoor posters at Cannes next year, and it’s up against a bunch of posters that never really ran in that format in outdoor… with nice small headlines that look great on foamcore… you’ll be fucking pissed.
Happens all the time. So yeah, it DOES matter if a nice clean half-page press (if such a thing genuinely exists) is entered instead of the real outdoor that ran, with its real big headline that the judges won’t like quite as much.
Just so long as the same mistake doesn’t get made when entering this in the poster category at shows, everyone will be happy. And the actual poster will get judged on its merits.
Tissues anyone? Sample cups?
When you’re done, just knock on the door and I’ll come back in to collect it. In the meantime here’s some magazines to make you feel more comfortable.
Jesus Christ.
Great ad Jay, very simple, very clear. I feel sorry for the clients of people who don’t get it. And the ‘cure/cures’ works both ways.
If it aint broke, don’t try to fix it.
hey reg you goose!
you did notice it says “cures car smells” and not “cures dog smells” didn’t you?
but i guess you can use it to cure dog smells too lol
lol@6:57.
I’ll have the vintage penthouse please, with a wet nurse to mop it up.
Has he got a Thai creative team over there at the moment ?- the work is looking very, very Bangkok….
11:18 – Wet nurse?
You filthy, kinky bastard. I might be able to find you a special edition ‘Chicks about to pop’ Penthouse if you’d like.
Speaking for the not as smart as everybody else lobby it would’ve worked a lot harder and faster on me if the ad featured a car full of happy smiling people with a smiling skunk, dog or pig sitting in one of the seats. Too obvious I know, but I’m so busy having to work twice as hard as all the people smarter than me I haven’t got time for riddles.
Dogs LOVE bad smells – they roll in shit – they eat raw meat.
It doesn’t work.
So you made a mistake – It happens.
Fucking insult to all us guys with 4 legs. People stink more.
Bingo, 1:25. The fashion is for riddles. Apparently award juries love ’em. The rest of the population just turn the page.
From the making excuses before you lose files….
Funny comment about JayGrey vs Saatchis by some fool. Saatchis is massive with every resource, whereas JayGrey is a very small start up/rebrand of a defunct boring agency…If Back doesn’t win in this so called battle well that would be rather embarrassing.
I just have to write having read some of the tosh here….i am embarrasssed by some of the thickies in this industry….it is not a real dog it is a plastic nodding dog…why would it like bad smells.. why would you over think it…it is an ad…using a visual gag to convey the severity of a bad smell…it has nothing to do with reality…OMFUCKING GOD. I believe that the people making these comments are either brain damaged, not in the business or quite frankly, mad. you can destroy every ad with over bearing logic if you want. ‘ well white horses don’t really jump out of waves’ ‘cars don’t really screetch to a halt to look at other cars’ ‘elephants don’t really hit kids for nicking rolos’ ‘a million phones weren’t given out after the award shows finished’….oh hang on that one is right……..whatever don’t crucify a fun idea….it’s boring and borish….and REG is quite frankly a negative excrement.
Andy.
5.36
I don’t think furbs is in competition with anyone…NOT HIS STYLE AT ALL…this time around its all about enjoying it i think. He would wish all at Saatchis well having worked there for over five years. He couldn’t care about winning or losing…he’s won enough.
Lets be positive.
Adult.
Professional.
Andy, take a Valium. Surely the sheer volume of comments from people within the industry – clever, dedicated, creative people – saying the idea of the ad is unclear is indicative of a problem.
If you have to do mental contortions to understand an ad, it’s not a good one.
Ah dear. Some get it, some don’t.
But… my mum got it. Laughed and… well got it.
Now that might seem like a bigoted comment but when you consider she has the mental age of a 4 year old with gonads disease… well… i pity the fool as they say.
the fact that even advertising folk, keen enough to look up creativebrief and post comments don’t get it, gives me little faith that my mum would get it. I imagine that she would be more the target market. Oh but maybe the actual target market is award judges…naaaa