People stuck in escalators are bored. Bored people will read anything. They read their way up the escalator, and presto, they've seen the products selling point demonstrated. "Go longer between shaves"

Advertised brand: Nivea Deodorant
Advert title: Go longer between shaves
Headline and copy text: Smooth underarms for longer.

Advertising Agency (Name, City, Country): DRAFTFCB, Zurich, Switzerland
Agency website:
Creative Director: Nicolas Vontobel
Art Director: Frèdèric Nogier
Copywriter: Ivan Madeo
Account Supervisors: Diana Weikert, Flurin Hardt, Gabrielle Lommel

Published/Released (Month, Year): August 2008


about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • purplesimon's picture

    Okay, on the Underground here in London they use escalators to good effect with ads. Why? The ads are head height.

    Now, I might be wrong, but when I see people on escalators I don't seem them looking down where these are placed. Especially women, who are generally looking at the shops. The men are checking themselves in the mirror. And everyone is looking out for that group of hoodies that may or may not be harbouring a grudge against shoppers...

    Well, maybe I took it a bit far, but you know what I mean :)

    Sep 05, 2008

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