Skins: don’t be a slob, don’t plod like an arthritic duck, don’t be a tangerine coloured juice monkey
JayGrey has launched a copy-led print campaign for an Australian maker of compression sportswear that hits out at people who don’t take sport seriously.
This is the first time that the brand, called Skins, has used JayGrey. The brief was to challenge men to train harder and feel good during and after exercising.
Erin Chapman, marketing manager of Skins said, “The team at JayGrey presented a number of concepts that really challenged our existing approach on how we speak to our consumers. We were looking for a strong creative idea that captures the driven attitude behind SKINS and we feel that the work represents this perfectly”.
The ads are running in Inside Sport, Men’s Health and Men’s Fitness, with a view to using the concepts in stadiums and sponsored sporting events.
Credits:
Title: Don’t Be Them
Advertiser: SKINS Compression Garments
Product: SKINS
Credits
Advertising Agency: JayGrey
Creative Director: Jay Furby
Planner Amy Cadwallader
Copywriter: Jay Furby
Art Director: Dave Heytman
Studio John Collins
Agency Producer: Gary Galacho
Account Supervisor: Adrian Lugg
Advertiser Supervisor: Erin Chapman
Photogrpaher: Sean Izzard
Producer: Cameron Gray
Retouching: Steve York / Cream
More rubbish we don’t need. Skins on the average punter are a waste of cash. Wear them as the fashion accessory they are and please don’t think you will be getting anything but a lighter wallet.
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What does “whelp to the toilet” mean?
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I don’t think I’ve ever seen anyone “whelp” on the way to the toilet.
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“Plod like an arthritic duck”? Who is coming up with these lame similes? Ducks don’t plod. And did the copywriter actually check what “whelp” meant before they threw that one in? Do they actually mean “yelp”? Never heard the word for a suckling mammal be used as a verb before.
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Don’t be that guy who buys overpriced sporting gear in the hope it will make you more athletic, when a $5 tshirt and K-Mart trakkies will do the job!
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Good marketing for those weekend warriors and fitness junkies. I don’t subscribe to the push for having the latest and best of things, but having some form of compression is helpful…it can be through a $15 pair of tights though.
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Why do they write ads with a foreign tone of voice? Aussies don’t use this language.
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Whelp means give birth. So it means don’t give birth or walk like a dog giving birth on the way to the toilet. Pretty obvious really. Cripes.
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And I actually like these ads. I think they are fresh and appeal to me as a runner. I saw them in men’s health and noticed them so job done. And I am a pedantic so and so.
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Love that it’s not another clothing apparel ad – ‘I am a famous sports star and I wear this … So if you wanna be like me you should too’.
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DON’T BE THAT GUY WHO THINKS YOU HAVE TO DROP A HUNDRED AND SIXTY BUCKS ON TIGHTS JUST TO GO FOR A RUN.
DON’T BELIEVE THAT YOU NEED TO WORRY ABOUT MICRO VIBRATIONS IN YOUR MUSCLES. YOU’RE A FUCKING RECREATIONAL JOGGER FOR GOD’S SAKE.
DON’T THINK THAT BECAUSE USAIN BOLT LOOKS GOOD IN SUPER-TIGHT TIGHTS, YOU’LL LOOK GOOD IN SUPER-TIGHT TIGHTS.
DON’T SHOW THE WORLD YOUR JUNK.
SERIOUSLY, NO-ONE WANTS TO SEE YOUR JUNK WHEN YOU’RE RUNNING.
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I do like the fact they make fun of ‘mr roids’…. nobody should look like a cloud.
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I think they are pretty funny and I had a chuckle at them, maybe I’m just in the target market!
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This should be the new campaign
Skins: DON’T SHOW THE WORLD YOUR JUNK. SERIOUSLY, NO-ONE WANTS TO SEE YOUR JUNK WHEN YOU’RE RUNNING.
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Oh my goodness I love these ads and can’t believe (well, I can really) anyone would bag them. Regardless of the product they are selling, they are funny – where’s your sense of humour people? Hmmm, you are also hilarious.
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I LIKE EM.
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NJK, I had an arthritic duck once (diagnosed by my avian vet) and it plodded in a kind of slow side to side motion just like a clapped out runner still thinking he is an Olympian.
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I think it’s interesting. The copy itself under the ‘DO’s’ highlight the actual product benefits (claims).
The ‘DON’T’s are questionable but fit in within the context.
Recently it seems like quite a few brands are going for the juxtaposition approach to things albeit CBA’s Can’t campaign, and how they Can.
Honestly, I own a pair of skins. They are alright. They look better than the other brands, and they fit well. As for all the perceived benefits, I can’t tell. Maybe I’m not working hard enough at the gym, or on the tennis courts.
Maybe what we really need is one of those product testing things!
Anyone remember the old football (soccer) ads for the adidas Supernova world cup balls? Where they got David Beckham to test them out with free kicks in a controlled environment? Now that was cool.
Skins, pick me to test them out. I’m great at stretching things out.
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