Fairy Tales in Advertising: Health Insurance in Brazil

I'm still always fascinated by the many ways fairy tales are used to promote products all over the world.

Here are two commercials created by Draftz, Brazil for Unimed Araçatuba for health insurance. Rapunzel and Snow White get happy endings earlier than expected with the help of some insurance cards. There is a third in the series that uses Romeo and Juliet but I decided I wouldn't include it here since that's not a fairy tale.

Fairy Tales in Advertising: Purple Mattress and Goldilocks

Hubby John shared this with me several weeks ago and I kept forgetting to post it, cause LIFE.

I've seen a lot of advertising for mattresses using Goldilocks over the years--funny how it's almost always mattresses, never chairs, and rarely food--and this is one of my favorites to date. No, not the egg test but the fun references to the fairy tale make it charming for me. Mallory Everton, or Goldilocks here, is a favorite, too.

There is also a behind the scenes video:

Fairy Tales in Advertising: Geico's Sleeping Beauty

During this busy time, I've really missed the Fairy Tales in Advertising posts I enjoy sharing so much. Rank commercialism using fairy tales always fascinates me. This Geico commercial is one of the newest to use Sleeping Beauty.

Commercial description:

What if Prince Charming's kiss never woke Sleeping Beauty? What if Sleeping Beauty was never actually "asleep" at all? This latest 'It's What You Do' campaign commercial turns a classic fairy tale on its head with one of the oldest tricks in the book.

I'll also share the behind the scenes, making of the commercial video:

Fairy Tales in Advertising: Prefeitura de Jaraguá do Sul: Once upon a time

Prefeitura de Jaraguá do Sul: Once upon a time

Don't let sexual violence against children repeat.

This is an ad for the Brazil's national day against violence, abuse and sexual exploitation of children on May 18, 2013. This Monday will be May 18th again. I thought I about saving the post for that day instead but I actually like to know about these days in advance so here is the ad as a reminder on our usual Friday instead. A very important cause and a fine poster to call attention to it.

Campaign info from Ads of the World:

Advertising Agency: Squeeze, Florianópolis, Brazil
Creative Director: Cristiano Valente
Art Director: Cristiano Valente
Copywriter: Luisa Sganzerla
Published: May 2013

Fairy Tales in Advertising: Gas Jeans: Prince Charming

Gas Jeans: Prince

Prince charming eater.

Okay, this one is just disturbing in a not so good way. And then a little funny. But I can't consider frogs for food ever since seeing The Muppet Movie at an impressionable age. Didn't happen to me with Charlotte's Web and pigs. But, The Muppet Movie insured I would never want to eat frog legs. I love Kermit.

Campaign info from Ads of the World:

It's true. Share your true experience at gasjeans.com
It's a multi-level campaign where the models are artists, actors, performers or normale people. Their stories are told on the web site and on the MaGasine, a catalogue with the stories and experiences of those young guys. The advert shows how everyday situations can be turned in particular and ethical actions with a sharp head line.

Advertising Agency: Attila&Co, Milan, Italy
Creative Director: Nuria Martin
Art Director: Jacopo Cinti
Copywriter: Marco Cetera
Photographer: Sergi Pons

Fairy Tales in Advertising: Fiat 500: Prince Charming

Fiat 500: Prince Charming

Fun going there. Fun coming back.

Okay, this is amusing and a little disturbing. But all in fun. Reminds me of the old Ralph Wolf and Sam Sheepdog Looney Tunes cartoons where the characters clock in and out for the day. Always loved those. So does John the Hubby.

Campaign info from Ads of the World:

Advertising Agency: Leo Burnett Iberia, Spain
Executive Creative Director: Juan García-Escudero
Creative Director: Fernando Martín
Art Directors: Alejandro Hernán, Fred Bosch, Javier Martínez
Illustrator: Freeuno, B-ita
Group Account Director: Ricardo del Campo
Account Director : Eduardo Gómez-Escolar
Account Executive: Jaime Blanco

Fairy Tales of the World: ITAKA Foundation: Happily ever after

ITAKA Foundation: Happily ever after

Sometimes it is easier to draw something than to name your emotions. 

Learn more about child depression, enter www.stopdepresji.pl 

Help your child to find themselves before they get lost.

Another serious issue with a fairy tale used as the vehicle for the message. Effectively done. Kudos. And so often I wonder if the Fairy Tales of the World feature on the blog is too heavy for a Friday morning. But these are important issues that don't get the weekend off either.

Campaign info from Ads of the World:

Advertising Agency: AS AP, Warsaw, Poland
Art Directors: Ania Pisarska, Tobiasz Cechowicz
Copywriters: Asia Leszczyńska, Adam Sierociński
Illustrator: Antoni Serkowski
Published: June 2013

Fairy Tales in Advertising: Tchica: Princess Charming

Tchica: Prince Charming

I took the liberty for this post of renaming this campaign Princess Charming. Because it fits. And all for women's clothing. And as I looked at these images it hit me that I am amazed we don't see more images like these of gender role reversals in fairy tales. Huh.

Campaign info from Ads of the World:

You know that girl who used to wait for the Prince Charming? Once upon a time.
Tchica has always been known for being a store focused on the teenage fashion. As the years went by, the Tchica consumers have grown. For this year Valentine's Day, our agency took the opportunity to strengthen the new concept of the brand and its fashion. Now the store has shifted the focus of its products to a grown woman, filled with attitude and confidence.

Advertising Agency: Blackninja, Recife, Brazil
Creative Director: Lenilson Lima
Art Directors: Adri Moura, Lenilson Lima
Copywriter: Luciano Mattos
Illustrator: David Alfonso
Photographer: Eduardo Rocha
Account: Cynthia Beltrão
Published: May 2012

Fairy Tales in Advertising: Submarino.com: Fairy Tale

Submarino.com: Fairy Tale

Would you like to hear a story?

Okay, you have to click on this one to make it larger and see all of the glorious detail--and the full uncropped image since it is cropped in this post.

Then you can also play a game with yourself of "Name That Fair Tale." I did. And it was fun. And if I listened to audio books I would want to buy them from here because I love the ad. It was that happy for me. I see just to start: Rapunzel, Three Little Pigs, Little Mermaid, Little Red Riding Hood, Jack and the Beanstalk, and more, much more...

Campaign info from Ads of the World:

Audiobooks available at Submarino
Advertising Agency: DM9Rio, Brazil
Creative Directors: Alvaro Rodrigues, Diogo Mello
Creatives: Guilherme Cunha, Otto Pajunk, Diogo Mello
Contact: Polika Teixeira, Marcia Aguiar
Illustrators: Studio D'Ávila, Magma, Firegrader

Fairy Tales in Advertising: Ajuda de Mãe: Fairy tale

Ajuda de Mãe: Fairy tale

An early pregnancy is no fairy tale.

Okay, another hard hitting ad using fairy tales about a social issue. Interesting. Reminds me of the student and other projects we see like this so often about "real" princesses.

Campaign info from Ads of the World:

Advertising Agency: Fuel, Lisboa, Portugal
Art Director: Bruna Gonzalez
Copywriter: João Silva
Creative Directors: Marcelo Lourenço, Pedro Bexiga
Agency Producer: Pedro Silva
Photographer: Frederick Vanzeller
Producer: Garage Photos

Fairy Tales in Advertising: Playstation 2: Sleeping Beauty

Playstation 2: Sleeping Beauty

This is an old ad which I thought I had shared before, but apparently had not. So now I am.

I don't know what it was for exactly but it was French. And my impression is that Sleeping Beauty will sleep forever because Prince Charming is too busy gaming. Not exactly a positive message, but, I'm not a gamer.

According to Ads of the World: Credit: TBWA, Paris

Fairy Tales in Advertising: Advance Info Service: Snow White

Advance Info Service: Snow White

Good story deserves good ending. AIS Book donations for children.

Not a brand new concept if you've been reading the Fairy Tales in Advertising features here on SurLaLune for a while but some really dark illustrations this time. And The Little Prince is a surprise. Another one that would be lost on most of the audience in the U.S. but works in countries where French influence is stronger. Didn't expect it in Thailand, I admit.

Campaign info from Ads of the World:

Advertising Agency: Matchbox, Bangkok, Thailand
Creative Director: Vinai Ngamphathipong
Art Director: Ngamnade Pongrakananon
Copywriters: Vilasinee Malyanon, Kraichit Chargonpanish
Illustrator: Neab Niyom
Published: May 2008

Advance Info Service: Pinocchio

Advance Info Service: The Little Prince

Fairy Tales in Advertising: NACC (Children's Cancer Support Center): Snow White

NACC (Children's Cancer Support Center): Snow white

Once upon a time a girl dreamed to be just like other children.

Okay, so from looking at so many of these international advertisements, they get away with more Disney imagery in their ads in Brazil than we do in the US. Worthy cause, so Disney isn't wise to pursue too vigorously, but they don't like this stuff without their permission. And without their logo, I don't think they did provide any information. And they also don't like messing with images of their iconic characters either in professional advertising,so this would ever receive permission in this iteration.

I did some freelance work with Disney catalog back in my poor newlywed, living in California days and nope, just nope. I was REALLY HORRIBLE at Disney copy writing by the way. We parted ways with great relief on both sides. Amicable separation.

This is cease and desist territory here. This is an example of what not to do. And there's ways to do this just as effectively without infringing on copyright. But it takes more effort. Don't be lazy! And you would never get away with this in the US. Never, ever. Do a Google search on Disney's legal pursuits on these matters and be aware. Some of those stories are legendary among a certain segment of the population.

Campaign info from Ads of the World:

Advertising Agency: MMS, Recife, Brazil
Creative Director: Márcio Gomes
Art Director: Filipe Cavalcanti
Copywriter: Leo Farache
Illustrator: Fernando Raposo

Fairy Tales in Advertising: Instituto do Sono Sleep Care Clinic: Snow White

Instituto do Sono Sleep Care Clinic: Snow White

Get back into sleeping happily ever after.

I'm afraid to start a dialog on this one. So I won't. I just won't. But clever idea playing with bedtime stories.

Campaign info from Ads of the World:

Advertising Agency: Bora Comunicação, Natal, Brazil
Creative Director / Copywriter: Patrício Jr
Art Director: Nilo Thiago
Published: March 2013

Fairy Tales in Advertising: Getty Images: Snow White

Getty Images: Snow White

Refine and find.

Okay, as a researcher I get it. Find an image of a dog wearing Snow White clothes. Cataloging and searching images, not so easy. Finding stock photography, not so easy. Getty simplifies it. And they do. And advertise it with a suggestive poster title but we won't go there today, will we?

Campaign info from Ads of the World:

Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Luiz Sanches
Creative Directors: Andre Kassu, Marcos Medeiros, Bruno Prosperi, Renato Simoes
Copywriter: Ricardo Wolff
Art Director: Fabiano de Queiroz
Photographer: Getty Images

Fairy Tales in Advertising: Mini Theatre: Snow White Mirror

Mini theatre: Snow white mirror

Mirror used as a "poster" for a theatre play Snow white, performed by the Mini theatre - Ljubljana.

Now that's a fun one that doesn't have full impact with a web picture. It's a mirror with the text printed on it but the image is whatever reflection the mirror picks up at the moment, such as yourself if you are standing in front of it to read the information. Clever, but fragile, especially on that easel.

Campaign info from Ads of the World:

Advertising Agency: Arnoldvuga+, Družba za vizualne komunikacije, Ljubljana, Slovenija
Creative Director: David Fartek
Art Director: Radovan Arnold
Designer: David Fartek
Published: November 2010

Fairy Tales in Advertising: Oreo: Snow White

Oreo: Snow White

1912 | Snow White and the 7 dwarfs on broadway

This year, OREO turns 100 years young.

Celebrate the kid inside at oreo.com/birthday.

True confessions again: I hardly ever, ever, ever look at print magazines. So I missed this Oreo campaign back in 2012. Which I adore and can only share a few of. Only one is fairy tale related and it made me laugh. And want Oreos. Or perhaps Oreo ice cream, which I prefer. I am an anarchist and wish Oreos came without the frosting centers, just the wafers which I do like. Silly me.

And you just know they wanted to do a Disney salute instead to the 1937 film but settled for a Broadway show instead since they fell in love with this concept and didn't want to use Disney in the campaign. Glad they kept the concept though. I had no clue about a Broadway show of Snow White in 1912. Not impacting history much, that production. But we all know the truth, don't we?

Campaign info from Ads of the World:

Advertising Agency: Draftfcb, USA
Executive Creative Director: Darren Moran
Creative Director: Megan Williams
Group Creative Director: Jill Applebaum
Creative Director / Art Director: Megan Sheehan
Copywriters / Art Directors: Jill Applebaum, Bob Neuman
Executive Producer: Anthony Nelson
Photographer: Richard Pierce
Concept: Pierre-Marie Faussurier, Sebastien Zanini
Designers: Yego Moravia, Johnny Por Taing, Bangwool Han
Art Producer: James Kozyra
Published: March 2012

Fairy Tales in Advertising: Corre Cutia Bookstore: Snow White

Corre Cutia Bookstore: Nobody Resists a Good Story, Snow white

Nobody Resists a Good Story

I never get sick of the bookstore ads using fairy tales. There are several. Just search the archives here. True confessions: It is September 2014 as I prepare this for publishing and John (AKA The Hubby) walked into my office and fell in love with that Dragon below. I agree. I'd love to see a picture book from the artist, Francisco Valle.

Campaign info from Ads of the World:

Advertising Agency: Lápisraro Comunicação, Belo Horizonte, Brazil
Creative Directors: Carla Madeira, Cristina Cortez
Art Director: Francisco Valle
Copywriter: Flavio Chubes
Illustrator: Francisco Valle
Published: December 2011

Fairy Tales in Advertiving: PPC Cement: Rapunzel

PPC Cement: Rapunzel

Get 15% more concrete from every bag.

Here's a lighthearted ad. Funny, too. Rock on Rapunzel! Poor Prince! He'll figure it out eventually. But I'd hate to see the height of that tower!

Campaign info from Ads of the World:

Advertising Agency: The Jupiter Drawing Room, Johannesburg, South Africa
Chief Creative Officer: Brad Reilly
Creative Director: Tim Beckerling
Copywriter: Voet Sack
Art Director: Voet Sack
Agency Producer: Manuel Lopes
Photographer: Jason Robinson
Published: March 2012

Fairy Tales in Advertising: Essenciale Beauty Center: Multiple Tales

Essenciale Beauty Center: Rapunzel

Essenciale Beauty Center Home Service. Because sometimes you just can’t leave.

Again, fairy tales to advertise anything. Just anything. Clever concept and it also invokes the darker side of some tales that usually we don't consider. That Three Pigs image below isn't meant to be dark, but it has that overtone to me as I think about it. I had a visceral reaction to it for some reason. Homebound fairy tale characters, hmmm.... And my brain starts composing a story of an agoraphobic Rapunzel, too. Double hmmm....

Campaign info from Ads of the World:

Advertising Agency: DezNoveOito, Curitiba, Brazil
Creative Director: Fernando Baibich
Art Directors: Fábio Miranda, Pietro Domiciano
Copywriter: Bruno Trindade
Illustrator: Lucas Parolin
Published: September 2012

Essenciale Beauty Center: Three little pigs

Essenciale Beauty Center Home Service. Because sometimes you just can’t leave.