That’s not a wrong tool; a guy drilling a hole in the wall with a toothpick would be the wrong tool for the job. Or he would be breaking out of jail. It’s somewhat funny but done so many times, which in itself is ok but I expected Saatchi & Saatchi job would have been allot more original.

I know allot of people complain say that “it’s been done” line but everything has been done, the difference is the execution. Nobody and nothing is totally original, and reinforcing another successful concept can be a useful marketing strategy. If it does not backfires in the marketplace. Also I do not expect the target audience would remembered something like this from another industry with similar ad idea and be outraged.

I do like the photos and the art direction here, very bright and a little bit dry looking. Nice job on the visuals even is the idea is just ok.

• Advertising Agency: Facto saatchi & saatchi, France
• Creative Director: Fabrice Boutin
• Art Director: Sébastien Ruyssen
• Copywriter: Jean-Guillaume Pascaud
• Photographer: Laurent Diat

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