Ad Nut
Jan 16, 2019

You won't believe the latest apparel craze to hit Japan

Just kidding. It's actually a campaign for the D&AD awards.

Upon seeing the pictures above, Ad Nut fully expected to read about a new fashion trend called 'extreme comfort garments', or perhaps 'cocoonwear'. After all, cutting one's self off from the world inside a warm blanket makes a certain amount of sense given the state of the world these days. 

However, the images come from neither a product launch nor a tiresome satirical attack on young 'snowflakes' who can't handle 'adulting' (another possibility that entered Ad Nut's mind upon seeing the images).

In fact, the pictures are from a Japan campaign by Ogilvy for the D&AD Awards, inviting agencies to get their entries in. 'Don't get comfy', the copy advises, presumably referring to the fact that the deadline approaches. Ogilvy also says the campaign "motivates creators to get out of their comfort zone and thrive [sic] for the best with a witty sense of humour". 

Interestingly, Ogilvy also informs us that the campaign "showcases portraits of creatives wrapped in extremely comfortable duvets or blankets, creating unexpectedly comfy characters" (emphasis added by Ad Nut). The implication that real industry people, rather than random hapless models, spent time inside these textile items adds another measure of delight to it all.

Ad Nut would be quite happy nesting inside the knitted full-body bag, in purple please. Not sure about that reddish poop emoji outfit though.


Agency: Ogilvy Japan
CCO: Doug Schiff
ECD: Ricardo Adolfo
CD: Andy Fenning
AD: Miho Ishizuka + Kasia Grabek
CW: Yoko Takahashi + Yutaro Nagano
Producer: Rie Kawai
Photographer: Kenichi Sonehara
Production Company: Amana

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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