Related Posts
Enthusiast
Conversation Starter
Visual Storyteller
Additional Posts in Advertising
Anyone from MediaCom on here?
What about Italy? Anyone working there?
How’s RGA for a CW?
Rising Star
What’s the best agency to work at?
New to Fishbowl?
Download the Fishbowl app to
unlock all discussions on Fishbowl.
unlock all discussions on Fishbowl.
Chief
If deadline, ungrammar it.
Rising Star
Obviously it means go ahead and wolf down anything made of lamb
Rising Star
This does seem to be what it means...
Rising Star
If AI, slop it.
If you like lamb be a wolf and eat it. Then make sure you drink essentia later for optimum results.
Pro
I understood it more like if you’re working out like a lamb (soft, passive, gentle) this drink can help you push to the next level into wolf-mode. “Wolf it down” is usually pretty intense/fast.
I could be overthinking it but this is where my mind went.
Damn I really like this campaign 😭 see it on the subway all the time
It makes sense to me. I sense a lot of people who don’t work out or haven’t been exposed to a lot of lamb 🐑 and wolf 🐺 analogies on the internet. Just don’t be a wimp in the gym and get aggressive with the workout to not be weak.
Makes sense is not equal to good. I’ll give it that much. I think there were better analogies to get the same point
Like, if you’re a lamb, “wolf” it down and you won’t be a lamb anymore? Who knows?
Lambs are cute tho
To me (and me alone perhaps!) this reads like high engagement tiktok brainrot, leveled up by young copywriters, run through rounds of reviews and condensed to hero the product in layout. Example of tiktok syntax it resembles: “If not friend, why friend shaped?” Maybe they started there?
I’m partial to, “Waterfall into gullet”, but that’s just me.
I’ve thought about it a lot since seeing these ads all over my commute and not really getting it at first.
Overall, it seems they’re changing the structure of popular fitness idioms to play off their “changing the equation” tag. They’re also using math terminology to make the lines sound more like equations. (If X equals Y, etc.)
However, I have to admit—while I’ve figured out the others—this one still baffles me. Maybe I’m not in the gym/crossfit life to know the saying?
Took me a few views to get to this answer. But, I don’t know many people out there who would give this ad that much thought.
Yeah, it’s a whole campaign. Did a quick Google search and the people who did the motion design for it had it on their site. (Which, admittedly, is pretty slick.)
https://pleasecallmechamp.com/project/essentia-change-the-equation
Apparently, Droga5 created the idea. Makes me think they were attempting to tap into the spirit of their old UA work. Or, at least, that’s what the client was hoping for.
Either way, the whole campaign becomes a bit clearer when you see the rest of the assets.
Pro
Agree with everything said above, but what puts this over the top for being bad work for me is that it’s an out of home ad (whether or not it’s placed there.)
This shows the strategy team doesn’t know what they’re doing or the creative team ignored them completely. You’re expecting someone in a car or on a bus/subway with a few seconds to see the ad and think about it? Terrible work made worse by not thinking about the situation in which it’s being shown.
There wasn’t a team. Clearly. It was most likely a client-side brand manager who used AI w/o anyone involved and leadership loves him/her for saving money on talent. You get what you pay for… which is nothing.
In soviet Russia, lamb eat wolf. I read it kind of as some alpha brain podcast ad.. but not even in the sense of 'don't be a lamb, become a wolf' more in the sense of 'drink water:wolf eat lamb.'
But in what way does that 'change the equation'? Idk, seems like a nonsensical stretch, especially when combined with what looks like crossfit. How do these things relate besides tangentially: hydrate, satiate, crave, desire, empower, beasts, etc. I can almost deconstruct the prompt they used, but can't seem to figure out why? Outside of quick and cheap, of course.
I'm all for creative liberty where water ads can be fluid and abstract, but this doesn't beckon water sales to me. Maybe a gym membership or a Planet Earth boxset, not essentia exactly. Am I wrong?