Ad pros: please judge these student Hubba Bubba ads.
(click ads, via)
They're by two students at the New York branch of the Miami Ad School. Nice layouts. But is the idea clear/quick enough? You critical fucks tell me. Also compare them to these produced big-bubble bubble gum ads from around the world:
• Israel • Bangkok • Australia.
Note: if any ad students want their work ripped to shreds, email it to me.
posted by copyranter @ 11:00 AM
31 Comments:
Nice layout, but it's not immediate that the Hubba Bubba bubble has created the "space".
The viewer has to think a bit. I like it. Clients want to spoon-feed Consumers too much these days. They're not idiots... fuck focus groups.
I would add in a tagline below logo though...
- An Account Guy
The grassy one's shadows are off. I'm pretty shallow and refuse to look past that.
It looks like they're both missing their straplines
Way too slow a get.
I'm not really sure what's going on here, I think a good line is needed.
Knowing the ads were for bubble gum before looking, I understood the bubble must have provided all of the extra space...that aside, meh. A tagline explaining how these people got so much space would really make a difference.
I like the concept, but the execution is lacking a bit.
it's pretty fucking obvious what's happening. no need for a line, unless you're just launching the product. all who say they don't get it are trolls.
Hubba Bubba: It won't do anything about your breath.
i had to read the comments to 'get it'.
my pre-read take was that the guy had some kind of BO from chewing the product, hence no one wanted to be within x feet of them. if you want everyone to avoid you, use the product.
the sand could use some work, to make it look like the rest of the beach.
I-)
Those who write in support of these ads - so far there have been only two people on here - should quit their ad jobs.
What is this here? Remove the "hubba bubba" logo and you'd be totally at a loss.
Have you seen these hubba bubba ads?
http://tinyurl.com/yckcfvb
Takes too long. I guess the protagonists blew big bubbles that displaced those in their immediate surrounding? But does that mean: a product that leads to collateral damage? loneliness? an "ew, who wants to sit by THAT guy" feeling? Fail.
i got it. but it's not very good. unless there is real research that says blowing big bubbles is important. seems like that would be secondary to flavor. and is hubba bubba formulated differently to create big bubbles? again, it's just not a good ad. typical of what you'd expect from a student.
I agree that we have to start giving the audience more credit. Everyone knows the brand and should 'get' the ad.
The problem here is that the visuals convey loneliness. You might be able to save the concept by having overtly annoying people in the shot, with a serene-looking chewer in the open space.
Something has to be done, anwyays. As it stands, these ads are:
Hubba Bubby = loneliness.
Now, if this were an ad for deodorant, it would have made a lot more sense.
if the ad showed the 'lonely chewer' blowing a huge bubble that covered that empty space, forcing the evacuation of others - now i think we got us an ad!
I-)
what the gum want to achieve??? social environment among youngsters or the opposite... the ad reflects mixed messages...
I also feel that if there were some sort of reaction or cues from the people surrounding the gum chewers—then it would help communicate the message, help connect the dots as to why the people have moved away.. At first, I couldn't tell if they moved bc the chewer is blowing massive bubbles and making a mess/distracting sound popping the gum, or bc he has bad breath and needs to chew. These ads ultimately need to communicate the product benefit and it's too hard to determine what that strategy and take away is here.
I got "blast radius" pretty quickly, but would a ten-year-old who would consider that a benefit get that? I'm not sure. I'm with several others that a simple tag like "Better bubbles" would tie it together while still leaving room for the viewer to assemble the visual puzzle.
I feel like it's missing the copy too but I'm a copywriter.
One semi-defender wrote, “Everyone knows the brand and should 'get' the ad.” Um, not really. There’s Hubba Bubba, Bubblicious, Bazooka Joe, etc. — all brands of bubble gum. Again, is there research to show blowing big bubbles is important to the audience? Also, if you look at Hubba Bubba’s website, you’ll see the emphasis is on flavor. The “bubble-blowing” aspect is secondary. Again, this is an example of dumb students being encouraged by asshole instructors. I’m sorry, but I’ve been hiring for years, and the portfolios from Miami Ad School and other places like it are not that impressive. Kids, go to regular college and educate your mind versus having hack instructors teach you clichés and contrived thinking.
Does this bubblegum give you massive fartage or something?
Two simple changes could fix these.
1. Make the surrounding people face the bubble blower. It removes the idea of loneliness, and fits with the fact that a 20 yd. radius bubble would most likely interrupt your beach party for at least a moment.
2. Show the "popped" bubble. If this is targeting kids, make it a 10 year-old boy with a face covered in gum and a giant idiotic grin. Could be done as an inset if the pink gum didn't show up well enough on his face.
Or, show pink goo everywhere once the bubble popped, and the "blower" (heh) knocked out spread eagle in the middle of the circle. This isn't a complete story without some sort of explanation for what happened to the enormous bubble.
And to people suggesting taglines...it's a purely visual concept, so it needs a visual solution. If you start trying to add copy just to explain your design, something is wrong. And I'm saying that as a writer.
Well said Paul. Finally some constructive criticism.
I would suggest putting 2 or 3 boys in the middle - mischief loves company.
Here's my line:
Excess consumption may have laxative effect.
Tagline:
"Bubbles bigger than your balls"
i might send you some of my work to rip to shreds.
I got it after 2 seconds. This obviously is an ad for advertisers (awards) not the target market (little whiny shits). Even taking that into account, it's not particularly original for a product you could really go nuts with.
These ads suck. Who gives a fuck if you can blow big bubbles? Only 12-year-olds, and they won't even see the ads. And if they do, they won't get it. This is just more art director masturbation.
Jesus Christ. People are obnoxious. These ads are great.
If you need more copy to understand these you don't deserve the privilege to chew gum.
Definitely need a tagline, too abstract for my wee brain
Did the guy fart?? and that's why everyone is going away from him?
I know it's not what they are trying to say...but without a line, unless I know what Hubba Bubba...
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