Ambient & Guerrilla


Ambient or Guerilla ads

Elmex toothpaste bowling ball

Dude, where are the holes?

Elmex wanted to promote their anti-cavities toothpaste, under the tagline “Helps prevent cavities” and asked them to find a surprising way to expose it. They collaborated with Israel’s largest bowling chain with branches in all major cities in the country. 140 bowling balls with no holes were randomly mixed with the regular balls on all the bowling lanes. 3 round stickers designed to look like the holes on the bowling ball were placed where the holes should have been. The stickers carried the message “Elmex – Helps prevent cavities”. The campaign was launched on December 2009 (peak holiday season in Israel) and is still running.

Shape your body: Woman
Shape your body: Man

Shape your body: Woman | Man -Clay poster, Brazil

Advertised brand: FORMA TOTAL GYM
Advert title(s): Shape your body: Man, Woman
Advertising Agency (Name, City, Country): Artplan, Rio de Janeiro, Brazil
Agency website:
Creative Director: Roberto Vilhena


HOT magnetic billboard


MUST Long Last gum

Client: Elite

The Brand: MUST Long Last

The Product: Chewing gum

Copy: For Sale! MUST Long Last chewing gum.
Like new, chewed for only two hours. Phone 050-7339206

Title: MUST Long Last gum

Garbage Can Review

JAR israel - Trash Can Reviews - ambient, Israel. wanted to draw attention to the fact that too many people are eating on the street. So they did "trash can reviews" in the same way a food connoisseur writes a restaurant review. "Despite the perfect location, near quite a few restaurants, it was quite disappointing.

Unicef Toy Soldiers row
Unicef Toy Soldiers Bag
Unicef Toy Soldiers standing

Unicef - Toy Soldiers - DM South Africa

Y&R South Africa created a bag of playing children in classic toy soldier green plastic. I like it.

The challenge
The African continent has the world’s highest number of child soldiers, fighting in wars they don’t believe in, for causes they don’t understand. UNICEF extract many of these children from combat and reintegrate them into society. Y&R Johannesburg's aim was to rally support for this programme.
The Solution
Sending out a direct mailer that garners support for UNICEF’s child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities.


Bucharest Traffic Police - Pissing test - Ambient, Romania

In Bucharest, a majority of the drunk drivers are men. Most of them drive under the influence after drinking in bars or clubs. That's where these sobriety testing urinal ads come in.

"Because its nearly impossible to drink while out, without going to the toilet, the urinals in the mens bathrooms were transformed into active reminder of the reduced ability to drive when drunk."

I like it, perhaps I shall install an illustration like that in my loo and have all guests "stay within the lines..."

Brother printed poster
Brother printed poster

Brother printers - Printed own poster - ambient, France

To demonstrate that new Brother’s ink printer A3 multifunction, the MFC-6890CDW, can print lots and lots without hiccup, the made the product advertised print it's own poster. Thusly, we now have seen the (likely first) advertising poster printed in A3 sheets alone.

Idea conceived and executed by Grey, Paris.

AXE incomplete picture SMS & Print ad

Axe - New Day&Night - SMS interactive print ad

Take a good look guys, because this is one of the few times you'll see this new tech as an interesting feature in an ad, soon it will become old hat.

Adlist has been chatting about it, opining that it's great new tech ...but kinda douchey. @caff weighed in saying you could swap out the logo for playboy and it still would have worked just fine, and that hits the nail on the head on why I'm not in love with this ad (despite the ossom hight-tech-nerdy angle). It actually works better for Playboy, or anything else that serves to give you the whole picture, rather than a perfume which once upon a time had fun advertising telling you that it magically attracts ladies - even recycled cans had that effect on women. These days Axe has lost their tone of voice and just slap ladies in lingerie all over. I can't tell if its a Victoria Secret ad sometimes. ;)

via also spotted on thanks to @Bastholm


Visine - Dry eye relief stencil - ambient, Australia

Johnson & Johnson's Visine and JWT Sydney have made topical street stencil ads, after the recent dust Storms in Australia. For another topical dust storm ad, see the Wayside Chapel - Last night print ad.