A lawn so immaculate that even football obsessed footballers will notice.

I actually quite like this. What particularly appealed to me was that I could picture an incredibly buff and beefy footy team halting, bending over, before gracefully removing their boots. It was like imagining Hulk Hogan doing yoga.

My imagination aside, the ad is overall effective and the artwork is quite good. Much of this is attributed to the log shot of a grassy green lawn. The boots along the sideline undoubtedly compliment the bareness. They almost have a festive décor appeal (not that they’re beautiful, just captivating- similar to how your great aunt’s bedroom furnishings are ‘captivating’).

The concept that a product is ‘so good you don’t want to use it’ often gets a run by agencies, particularly for product s such as beer or coffee. Agencies also seem to love the ’so good you will do anything to preserve it’ as see in the well endured Kellogg’s Crunch Nut campaign. These campaigns always involve abnormal product mis-use. The rationale behind using such concepts is mostly likely that they work. They communicate quality through humour.

However what has got me a little by the footballs about this ad, is that the boots are actually ON the lawn. Why have they only respected the lawn beyond the line? It may seem fastidious but I can no longer overlook it. Im sure someone in Publicis Conseil could place the boots on surrounding non-lawn surfaces.

Its not an unbearable flaw, however it shows they could have gone one extra mile/yard. An obvious suggestion involves the footballers avoiding the lawn all together. Perhaps playing on a carpark across the road? Actually, im sure Viking doesn’t want us to even THINK about using concrete. Perhaps then a neighboring child’s playground. Like taking candy.

Advertising Agency: Publicis Conseil Paris, France
Creative Directors: Olivier Altmann, Hervé Plumet
Art Directors / Copywriters: Mathieu Degryse, Yves-Eric Deboey
Photographer: Cedric Delsaux

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