Beach, Bar, Pool
Club 18-302002
Beach, Bar, Pool is a 2002 magazine and poster campaign for Club 18-30, created by Saatchi & Saatchi London.
Why it works
Three crowded, sun-drenched holiday scenes, on a beach, at a bar and around a pool, look like ordinary package-tour snapshots. Look again and the bodies, drinks and props line up into a string of sex jokes: a man finishing a beach-ball throw seems to be groping a woman, a beer bottle appears to sprout from a man's groin. Saatchi & Saatchi London's campaign is studied as a lesson in rewarding the second look, and in telling a brand truth slyly; creative chief David Droga said it simply showed what really goes on during these holidays. Cannes jurors gave it the 2002 Press Grand Prix, saying they wanted to show that advertising's appetite for provocation had survived September 11, and the poster versions took a Gold Lion. It also won a One Show Gold Pencil and D&AD Yellow Pencils for art direction and photography, while the UK advertising watchdog threw out a complaint that the ads were pornographic.
Techniques
- Humour Sex jokes, such as a beach-ball throw that looks like groping, slyly tell the truth about what really goes on during these holidays.
- Visual metaphor Crowded holiday snaps hide visual double meanings, with bodies, drinks and props lining up into innuendo that rewards a second look.
- Shock and provocation Saucy visual innuendo deliberately provokes, enough to draw a complaint that the ads were pornographic.
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