Eric Walker, CopywriterEvansGroup/Seattle Extreme "agony of defeat" images set against contrasting music is nothing new. Ten years ago they might have used the "Blue Danube Waltz." This time it's a slow, deliberate whistle. Even so, these images are strikingly brutal. And the copy humorously tells sports enthusiasts to exercise reason. Still I can't help thinking this and every other sports related category has seen one too many "in your face, I'm crazier" spots. Which, incidentally, might promote not using a helmet.
Margaret Elman, Senior WriterOgilvy & Mather/New York The big squish you hear when the helmet hits the brain makes all the offensive stuff at the beginning seem even better.
Alan Wolk, Senior WriterAnderson & Lembke/New York Goodby has the rare ability to create ads that are both strategic and entertaining. You get the sense that their campaigns actually sell the product to the target audience without boring the rest of us.
This commercial falls squarely in this category. It may not be the best spot Goodby's ever done, but it's better than 95 percent of the crap that's out there. And it made me feel better/smarter/less geeky for wearing a helmet-Bell or otherwise-when I go mountain biking. Which is exactly what it was supposed to do.
Kathi Skow, CopywriterCarmichael Lynch, Minneapolis This spot gives a good crash. I actually had fun watching it. The tagline makes me scratch my head a