New Hapa Print from TDA

/ Comments (8)

Here are three new print ads for Hapa Sushi’s Happy Hour from the gang at TDA in Boulder. Running in local alternative newspapers like The Onion, Boulder Daily and Westword, the ads target college-aged readers who, according to the press release, “will not be greatly deterred from partaking of cheap drinks by the prospect of a Janet Jackson moment or a pass gone wrong.” Janet Jackson moment? The PR folks might be a little hopped-up on sake — that’s a not-so-fresh reference for a client that’s all about freshness.

For the record, we typically endorse gratuitous, partial nipple shots. But when presented in an instruction-manual illustrative style, we’re actually a little weirded out.

CREDITS
CDs: Jonathan Schoenberg, Thomas Dooley
AD/Illusts: Haley Garyet, Alex Rice
CWs: Justin Horrigan, Abbey Marks

Headline: Dance Responsibly

Headline: Flirt Responsibly

Headline: Chopstick Responsibly

Comments

Good to see that the whole “nipple slip and side boob” phenomena is making it’s way into the world of advertising. BTW, Horrigan, you rock! Just wanted to give you a little shout-out ol’ buddy…

I do love instruction-manual illustration style stuff. Some people say it’s kind of passe at this point, but I’m always a fan of it.

And while I think the ideas behind these ads are decent the lines with responsibly at the end just remind me of liquor advertising. As a matter of fact, someone (I don’t remember who) is using Party Responsibly right now. And I just don’t think they work at getting across the fun and affordability of Hapa’s happy hour. And the only that conveys an only-at-Hapa kind of a message is “Chopstick Responsibly,” but even that feels a little flat.

Overall decent stuff, but eiher the headlines really needed to pull it together for me or the visual execution needed to be stronger. I like the idea but the execution just didn’t quite fully realize the concept.

meh.

I agree with the Mercenary. The idea has possibility, but the execution doesn’t leave me wanting to see more.

does anyone have a problem with the strategy? do college kids go for expensive sushi? OR does hapa have a happy hour ramen noodle menu?

i really don’t think this was targeted at college students.

Curious as to why you would think it is?

uhhh, according to the press release: “Running in local alternative newspapers like The Onion, Boulder Daily and Westword, the ads target college-aged readers who, according to the press release, “will not be greatly deterred from partaking of cheap drinks by the prospect of a Janet Jackson moment or a pass gone wrong.”

Hapa’s got some pretty good prices on happy hour food. Not exactly ramen prices, but you can get a meal’s worth of noodles and meat, or a decent amount of sushi for around $8—pocket change for most of the rich kids at CU. They’re not paying for it anyways, daddy is.

These ads have been running for a while now (2-3 years?) and seem to be getting near the end of their shelf life. Not as clever as they used to be. At this point, though, i would argue that the illustration style is becoming part of the Hapa brand.

OK, Mc Strat. I put in a fresh pair of contacts and I see it now.

You are correct sir. But do you really think TDA actually went through a strategy session and created a detailed brief for these ads? Doubt it.

It’s probably a pretty good bet the “strategy” was written afterward for the “press release”. Unfortunately, it shows the hole in the approach to this client. Do they really know their target audience, or are they simply creating ads they think will be award show worthy?

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