3M Foam Ear Plugs
Foam ear plugs swallow every kind of noise.
Somewhere out there, a concert pianist is tut-tutting with disapproval. Other insulted parties include an electric guitarist, a rockin’ drummer, and a trumpeter for good form. Now I think the guy who mows the lawn may get over it, but I can’t be sure – after all, landscaping is art too.
The concept of the ad is clever – the ear plug swallowing the unwanted noise. But placing instruments into the category of noise-makers is a little much. And as eye-catching as the imagery may be, (and please excuse the unsavouriness), the graphic placement of the instruments on the trajectory indicates, well, the ear plug is throwing up, as opposed to swallowing. If music is being equated with vomit, those poor musicians are now screaming. Not only is that a little distasteful, accident or not, the ad is placing music in the noise pollution category, somewhere alongside construction and machinery.
Furthermore, both backgrounds are a little distracting from the main image – really, they didn’t need to be so intricate. And actually, the first is a tad confusing as well; why are you at a dimmed concert venue if you don’t want to listen to the tunes? Avoiding the scary chainsaw and drill action is one thing, but shelling out for tickets to a gig only to wear your foam buds? Not too high on the reality factor, Butter Berlin.
With all apologies to 3M, throw away the ear plugs! We could all use some more music in our lives.
Advertising Agency: BUTTER.Berlin, Berlin, Germany
Creative Directors: Timm Holm, Michael Preuss
Art Director: Björn von Buchholtz
Copywriter: Till Grabsch
Photographer: Christoph Riccius
Post Production: Else Dittel
Graphics: Andrea Heinrich, Zuzana Havelcova
Account Supervisor: Rolf Schrickel
Account Management: Orlina Miller
Published: January 2009
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I’d have to say that saying throw away the earplugs for the music is a bit much. Having worked for concerts I know that you need them if your job is as a “roadie.” I think that the ad could be targeted towards the professionals at the music venue, and not the patrons.
Comment by Patrick Connelly — 19 January, 2009 @ 3:25 am
My comments to the creative director.
The concept of plugs swallowing off noise from different sources has been blended thoughtfully. Well what I feel is that the ad should also communicate that the noise is filtered and not completely swallowed. The very job of an earplugs. Hence the instruments going inside from one side of an earplug in a big picture, should be thrown out in small picture from the other end.
Thanks
Ravi Narayan.
Comment by Ravi Narayan — 19 January, 2009 @ 2:59 pm
Fair call Patrick – but the ad doesn’t make it clear that its for professionals, and 3M tend to make generalist consumer items. But i definitely take your point =)
Comment by Tash Kassam — 19 January, 2009 @ 5:35 pm