Ad of the day – May 4 (Lisbon)

Your daily dose of advertising awesomeness from around the world!


Today’s pick:

  • Agency: Draftfcb
  • Location: Lisbon
  • Client: Harmony XL-fit condoms
  • Name: “What do they envy?”

Why I like it: For fans of long copy advertising, this one is a treat, a lovely morsel of advertising that you take the time to savor. Lovingly art-directed, for sure, but the star here is the language. The intricate image that is woven in the ming, the ascending degree of impossibility (“how far will can they take it?”), the punctuation and pacing (you can almost imagine this being narrated in one breath), the fitting payoff (although the translated tagline is a little clunky) – I think it’s quite a joy to read. Like a good book that you don’t want to see end. In an age of too many “single visual-small logo-no tagline” print ads, we need more of this, don’t we? Surprisingly, this is the very first Ad of the Day from Portugual. But a damn fine one it is. Parabens!

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