The Nataraj Pencil Campaign Shows 'Superior Lead Matters'

By: Meghan Young - Published: Jan 8, 2013 • References: ogilvy & ibelieveinadv
The Nataraj Pencil campaign illustrates how much 'superior lead matters,' as stated in its tag line. Made up of a series of simple drawings, the Nataraj Pencil campaign depicts terrifying situations in which the possibility of harm or safety is put into question. In one case, a zoo tourist stands infront of an incomplete cage as a ferocious tiger looks on. In another, a man looks on as a wrecking ball is about to drop on him. In each of these instances, a piece of lead is shown completing the drawings.

Created by Mumbai-based ad agency Ogilvy & Mather, the Nataraj Pencil campaign shows that such scenarios require powerful pencils to avoid worst-case outcomes. From strong 'steel' to stronger 'magic wands,' Nataraj pencils are cut out to create superior illustrations. Stats for Incomplete Illustration Ads Trending: Older & Mild
Research: 3,041 clicks in 175 w
Interest: 1.5 minutes
Concept: Nataraj Pencil Campaign
Related: 56 examples / 43 photos
Segment: Neutral, 12-55
Comparison Set: 20 similar articles, including: friendly gibe ads, hidden message travel ads, and child-frightening toy ads.