Clim + print ads get graphic

Print ads for a French heating, air-conditioning retailer. Ice cold igloos and other frozen things tell you how cool this is.

Client : Clim +
Creative Director : Pierre-Yves DEMARCQ
Art Directors : Cedric MORVAN, Pierre-Yves DEMARCQ
Illustrator : Cedric MORVAN

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Anonymous Adgrunt's picture
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Plywood's picture


Candles on a tray of ice? What? The word birthday? What does that have to do with air conditioning or heating? Candles = warm, ice = cold? Huh? I'm confused.

A walrus pool toy? What do walruses have to do with air conditioning or heating? They don't just line in cold climates. And Pools are outside. I'm even more confused.

A bible? With a halo? And the word allaluia? What does that have to do with air conditioning or heating? Brain...gurgling.

An igloo? A welcome mat? Oh. Okay. i guess they're saying even an igloo will be comfortable. That tired old metaphor.

Could someone explain why this is good? Or, better yet, what it means? Maybe it only makes sense in French and translates badly.

Allan1's picture

I don't get the tray of ice with candles either; but that isn't a bible (at least not one of the Judeo-Christian variety). It is their catalog - the cross shown on it is part of their logo. They're saying "Halleluyah" (actually "Alleluia" - :-)), because, one assumes, their catalog can help you finally find your A/C supplies so you won't swelter in the hot summer - isn't that miraculous!