Toasted bread

Agency Network: 
January 2011

Print advertisment created by Van Walbeek Etcetera, Netherlands for Bolletje, within the category: Food.

Bolletje Toasted Bread

dvertising Agency: Etcetera, Amsterdam, The Netherlands
Creative Directors: Edward Bardoul, Raymond van Schaik
Art Director: Chris Sant
Copywriter: Dieuwer Bulthuis
Photographer: Simon Warmer

Comments (14)

Log in or register to post comments
manumartin5's picture
Activity Score 1196

Best for outdoor... as well.

tirthomitro's picture
Activity Score 2758

this is awesome

they showed me a picture & i laughed
dignity has never been photographed

apple pie's picture
apple pie
Activity Score 41

simplicity is awesome!

CuriousPencil's picture
Activity Score 4225

Let's be clear: the product is crispbread. The packaging says 'I want Bolletje crispbread', and this is an unaltered product package. So the creative in this is to turn the package into a toaster. I find that uninspiring and unimaginative and I would imagine entirely unoriginal.

Diplodokus's picture
Activity Score 1819

The product is toasted bread. That's why the package (which isn't unaltered) says toasted bread.

CuriousPencil's picture
Activity Score 4225

I do like a nice pedantry of a Saturday: the packaging is unaltered of itself, it is augmented with 2 pieces of toast sticking out the top; "crispbread" is maybe giving it a little too much leeway. But having lived in the Netherlands for more than a decade, and having tasted this product on many occasions, it's not what you would expect bread to taste like after toasting - i.e. toast. The packaging says roasted bread, in the same way a kettle over here says 'water cooker' or a flint for a lighter says 'fire stone'. Might be a language thing... shall I go on?

LeeHarvey's picture
Activity Score 3045


CuriousPencil's picture
Activity Score 4225

...potatoes are 'earth apples', strawberries 'earth berries', idiots are 'acorns', and no, LeeH, though I do go on I think I'll leave it with my favourites: hippopotamus is 'Nile horse' and rhino is 'nose horn.' Lovely language.

LeeHarvey's picture
Activity Score 3045

Some jerk on the radio told me it was 'blue monday'. Well you just turned this day into a sunday afternoon! Much obliged CP.

CuriousPencil's picture
Activity Score 4225

Also delighted to dispel that nonsense for you, with some 'referency goodness' from the awesome Ben Goldacre, in which he shows that Blue Monday's a canard of the highest order.

kleenex's picture
Activity Score 50610

I like simple.

Lazarus's picture
Activity Score 1536


luispiter's picture
Activity Score 2756

mmmm not is new

Cheerriiee's picture
Activity Score 952

ok, i dont love it thou.