Maybe its to clever for my extremely simple mind but I don't get it. How does drawing and dropping get me to stop smoking? Not even those gross lung cancer, emphasima and manky eye ball ads work on me.
Posted by: on August 7, 2007 12:54 PM
I have to confess I don't really get it either... and I'm pretty sure I'm a little more clued up than some of the target audience! I think it's trying a bit too hard to be clever and perhaps sacrificing communicating on the way...
Posted by: on August 7, 2007 7:52 PM
I have to agree with the other guys here. I drew a squiggle and it fell on a pack of smokes. Interactivity for its own sake?
Posted by:burrellcreekkid on August 8, 2007 2:15 PM
Well, I thought it was quite a refreshing way to bring the point across. Not brilliant, but made me smile.
Posted by:joris on August 8, 2007 6:28 PM
This is a really bad ad. I don't get the message at all and I used to smoke for 10 years. You shouldn't confuse ambiguity for creativity.
Posted by:Sam on August 8, 2007 10:02 PM
Nope, it's baffling me, too.
How can drawing a giant cock and dropping it onto some ciggies help me give up smoking?
Seems like interaction for the sake of it. Not much relevancy other than the use of the word 'draw'. But draw and drop? It's not a phrase I'm familiar with.
Drag and drop would have been more appropriate and relevant for the medium, surely. And a lot more fun with the execution, too.
Posted by:mrmoog on August 8, 2007 11:44 PM
To those that don't understand this, it supports the radio and TV spots that are running where people phone, for exmaple, scrapyards and ask if they can use the crusher to get rid of their cigarettes.
In this instance, you should draw, say, a one-tonne weight, an anvil, a pig, whatever you want and then drop it on the pack of ciggies to show you've crushed your habit/addiction.
At least that's my interpretation. I simply enjoyed drawing willies and other rude things, but then I'm juvenile.
Posted by:purplesimon on August 9, 2007 12:05 AM
I really liked this one. The Drop button seemed a bit nebulous at first, since it looked like the draw command that you could perform anywhere, but once I got it I played for at least 10 minutes. The big gaping mouth eating the cigs was my fave, if i do say so myself.
Posted by:Pace on August 9, 2007 7:11 AM
thanks for your comments, this actually the first version of the ad that was on our site, so some of the comments on interaction were addressed as you rightly point out it didn't work quite right. we changed it mid campaign and the interaction went up by considerably.
the message was following the ATL strategy, it wasnt a deep one, just ttrying to tell smokers that there were hundreds of ways to give up. This banner just let you draw whatever you wanted to smash the ciggies. Whether it actually persuaded anyone to stop smoking, i don't know, there are many fators involved there, it was more targeted to people who were on the verge or had decided to give up already but needed some guidance or help doing so. Therefore this ad job wasn't trying to convince a smoker to think about stopping smoking. Thank god.
Just a couple of point i'd like to pick up on: if you draw a cock to smash a pack of ciggies thats your issue not mine.
drag and drop: come off it, how would someone know to draw? people are people you can talk to them normally it doesn't have to be in terms that are only used in the online world. drag? drag what? empty white space? drop? drop what? nothing because i haven't drawn anything? draw? i was supposed to draw something?
okmi am being a bit of a twat, you do have point if wasnt obvious enough, i think the newer version made it even more obvious. ( i will send it in so if anyone is vaguely interested they can see what mad the interaction result difference)
good comments though, its good to see the ngeative ones, and i know i have been hard myself on ads here.
and lets face it all the work garners more talk here than it would ever do in the real world.
Posted by:bedwood on August 9, 2007 5:04 PM
i think it's pretty cool.
Posted by:sarah on November 13, 2007 7:08 PM