Agency Network: 
December 2009

Film advertisment created by Ogilvy, Portugal for WWF, within the category: Public Interest, NGO.

Advertising Agency: Ogilvy, Lisbon, Portugal
Creative Director: João Espírito Santo
Creative Supervisor: André Lacerda
Art Director: Hélder Ventura
Copywriter: João Guimarães
TV Production Director: Viviane de Castro / APP
TV Producer: Paulo Carrapito
Production Company: Albiñana Films
Director: Ricardo Albiñana
Director of Photography: Ricardo Albiñana
Post Production: CEE
Audio: Skills

Comments (19)

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ivan's picture

Can anyone confirm is the science is correct here? I once tried this experiment and the glass didn't pour over. As I read the volume of ice is larger than it's melted form, that's why ice floats in the first place.

dipak123's picture
Activity Score 2

Answer to science part only:

If ice floats in a glass filled with water, no water will spill when ice melts.

You can always fill a glass with too much ice than the capacity of glass to hold water produced by ice in it. Like in this case where ice is 'not floating'.

Kateter's picture
Activity Score 2029

although you're correct about the ice, that's not the point.

they just poured in enough water to spill after ice melted.

Carlos Garcia's picture
Carlos Garcia
Activity Score 847

The science is wrong: even if you fill the glass the water will not pour over since the volume of the ice is larger when it's solid.
I know it's only advertising and it will get the point across but any 3 year old that tries to replicate the experience shall have a surprise.

To me the question is: can or should advertising lie or bend reality just to get the point across?


ivan's picture

I think there is a difference between dramatization and lying. Dramatization is when you know that it's an overstatement, like a giant monster going through the city to dramatize a new mobile service for example. You know the mobile service isn't a monster, just a metaphor. The problem in this ad it looks like an experiment, yet it's not portrayed correctly. I consider this as lying and it only have short term benefits and usually long term negative effects.

no_user's picture
Activity Score 125

I totally agree!!!!

no_user's picture
Activity Score 125


cef's picture
Activity Score 547

wrong experiment and wrong message.
they both failed science 101 and ad 101.

no_user's picture
Activity Score 125

No matter if the science is wrong or right. The idea sucks. Old stuff.

gmint7's picture
Activity Score 2675

no it doesn't suck.. just that we all are too smart for the ad.

like a magician with an old trick that each every audience already know.


resul ay's picture
resul ay
Activity Score 78

i want to cry

no_user's picture
Activity Score 125

What a shit!!! Sorry. Its so old.

Guto Araki's picture
Guto Araki
Activity Score 158


no_user's picture
Activity Score 125

What a client! But the film... WEAK and WRONG. What a waste!

Cladman's picture
Activity Score 74

I guess I'm pretty ignorant on global warming. But isn't the fact that water takes up more space than ice what global warming is entirely based on? If that's not true, than why will the oceans rise?

An honest question from an ignorant citizen.

macluvin's picture
Activity Score 397

i liked the clip until i read the comments. haha. if I didn't know the science behind it was untrue, the concept comes across effectively for me.

hermotsura's picture
Activity Score 254

advertising based on lies is the reason why so many people hate advertising, and eventually why this particular scam doesn't work.

mslocum's picture
Activity Score 6

I like the simplicity, but this is an intentional lie. In the last shot you can even see water flowing in from the side (bad special effects). They obviously don't care because they have a political agenda. Deliberate lying is NOT CREATIVE.

sweetstar87's picture
Activity Score 10

To all of you guys who say this is a lie, and that it's not good... it still is true, no matter the fact that they just simply didnt put enough water in...the fact that the ice melts, means the icebergs melt, meaning the animal life that lies on those icebergs WILL die.... and if they had had a bowl filled with water and put the ice cubes floating on, eventually, it would have overflowed!