Carpet Care

23 Nov 2006

These ads for 3M Scotchguard are a bit weird. On the one hand I like the lightness of the design and the way the straight lines of the interior are broken by the glass and cup on the carpet. On the other hand the message gets a little lost in the over-calculated structure of the concept. The way I see these images, the 3M Scotchguard product makes stains ‘run away’ or ‘fly away’, but I still think there’s plenty of room for improvement. I love the creative approach on the fluids though, that’s the strong point of the ads. Other than that, I don’t think I’ve ever seen a living room or bedroom that loungy and sterile in my life, which then again makes me wonder about the target audience. Housewives or yuppies who had their interior designed by professionals? If it’s the first, I think the images don’t fit in. If it’s the second, I doubt the target group would even care about a stain on the carpet. They’d have a professional cleaner take care of it. What do you think?



Copy: “Effortless Carpet Care – Scotchguard Protector 3M”

Client: 3M Scotchgard
Agency: Dentsu (Belgium)
Account Team: Christine Hammarqvist, Valerie Dejolier
Creative Director: Wain Choi
Copy: Yves Cwajgenbaum
Art Director: Cedric Mayence
Photographer: Pascal Habousha
Retouching: Tim@Studio Habousha
Media: Magazines


Posted by Miel Van Opstal in Uncategorized


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  1. Dirty Carl » Blog Archive » Creative Carpet Care Ad

    November 26, 2006 at 2:17 am

    [...] Coolz0r via Hi, Blog! [...]

  2. cedric

    December 4, 2006 at 4:16 pm

    Hi, I am the art director on these ads.
    And, yeah, you’re right, the target was supposed to be high income and quite young.
    But, anyway, I think it looks a bit like those deco magazine pictures, it’s a bit minimal and empty, but it doesn’t take the attention from the foreground.

    Thanks for showing our ads!


  3. Yves Cwajgenbaum

    January 15, 2007 at 3:53 pm

    Art Directors are wankers.