Saatchi & Saatchi humours Estoril Books

"Each ad depicts two totally different genres of book, positioned in an appropriate setting. When seen together, the titles offer a humorous insight into well-known human truths," explains Rajesh Ranchod, Creative Director for Saatchi & Saatchi. "For example, one ad shows two books on a bedside table. The one entitled 'Overcoming Impotence', the other 'Sports Cars - High Performance Machines'. The payoff line for this particular execution is, 'Health, Hobbies and everything in-between. Estoril Books'.

Another example, which is truly relevant to South Africa, shows two books placed side by side on a car seat, 'Taxi to Johannesburg' and 'A Time to Pray'. The payoff reads 'Education, Religion and everything in-between. Estoril Books'.

Sited on a well-worn suitcase, the third ad in the current series features 'The Road Less Travelled' alongside 'Handy Guide to Harare' with the payoff line 'Self-Help, Travel and everything in-between. Estoril Books.

Art director Bryan Courtney and copywriter Nick Gordon of Saatchi & Saatchi were the creative team behind this campaign.