Cool Marketing Thoughts

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