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Encounter, 4

Campaign
Agency Network: 
Published/Aired: 
June 2011

Description

Print advertisement created by DDB, France for Fagor, within the category: Electronics, Technology.

Caption

Sputnik, the microwave that doesn't look like a microwave.
Brandt

Advertising Agency: DDB, Paris, France
Executive Creative Director: Alexandre Hervé
Copywriter: Olivier Lefebvre
Art Director: Benjamin Marchal
Art buyers: Sophie Megrous, Quentin Moenne Loccoz
Account supervisors: Jean-Luc Bravi, Jean Paul Heraud, Cécile Cabon
Advertiser's supervisors: Mauricio Del Puerto, Monia Fekih
Photographer: Koerner Union
Retouching: B'pong
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esteb's picture

Great campaign.

esteb
Activity Score 673
art
bhuvneshwar.chd's picture

i like the idea.

bhuvneshwar.chd
Activity Score 989
Graphic Designer at artist, illustator, designer |

"If you are irritated by every rub, how will you be polished?"
— Rumi

purshotham's picture

good..

purshotham
Activity Score 457
Reality Check's picture

Unusual and imaginative campaign.

Reality Check
Activity Score 2539
jackmancer2017's picture

It's alright - not a huge idea but it works. Although... I rather have a normal microwave standing in my kitchen than this purple orb.

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
kleenex's picture

true...

kleenex
Activity Score 51110
Web Designer/Developer
soryana's picture

good i need it

soryana
Activity Score 155
Administrative |

yes

michael saucez's picture

"It works" is not enough to get posted here. Do we come to see daily or brilliant?

michael saucez
Activity Score 23
Editor at Thumbby
shahidali's picture

How does it benefit me if it doesn't look like a microwave or a radar or a rocket launcher or a baseball bat!!!?

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

phillsucks's picture

HAHAHAHA AMAZING

phillsucks
Activity Score 131
Art Director at Duelo
CuriousPencil's picture

Bit of reverse thinking here, and then some profanity:

1) The product was likely made because people don't like looking at microwaves, somehow.
2) So it turns the product into a house-wrecking alien ship based on a soviet satellite from 1957 that scared the shit out of America
3) And sells it on the premise that it doesn't look like what it does.
4) In iMac colours and a design almost as outdated as the microwave itself.

Questions to the agency:
1) why?
2) does it work?
3) do you realise most kitchens aren't modelled around Woody Allen films and most people have come to terms with corners in their kitchens?

Fuck.

CuriousPencil
Activity Score 4225
Copywriter
john ler's picture

1) Do you realise most microwaves aren't designed by the agency but by the brand itself ?

john ler
Activity Score 667
Creative Director at Euro RSCG Casablanca, Morocco
CuriousPencil's picture

∞) Yes, I had a suspicion that ad agencies aren't generally product design specialists, though I know a few that fly both flags. The name of the product though, that can be influenced post-production. But the launch of the product, even with an inherited design and/or name, is generally down to the agency's direction. So while I accept your point about my laughing at the design, I still stand by the concerns raised over the direction of the approach.

Thanks though, for making me realise why the agency likely advised against any kitchen shots. Otherwise we'd have the tagline ".... putting the H in 'in-situ' ".

CuriousPencil
Activity Score 4225
Copywriter
Ron Burgundy's picture

Nice shot at an unusual product, can't help but think of terms like iNuke.... the alien juxt seems to be a theme for a "advanced" product lately

Ron Burgundy
Activity Score 1630
Art Director at Southern California
MidasTouch's picture

They could have done it more "alien"
I don't know if you get what I mean.. I imagine a photograph showing the object in a point of view that makes it really look like an OVNI.
I don't know.
The idea's not bad.

MidasTouch
Activity Score 1024

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

Glut's picture

nice, different for the product.

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
CGilb09's picture

This ad in particular reminds me of the scene from Willy Wonka when Mike TV is miniaturized.

CGilb09
Activity Score 572
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

NataliaLima's picture

Awesome design!

NataliaLima
Activity Score 1380
CommandZ's picture

What Gerry said, both times, well played mate.

CommandZ
Activity Score 2498
Creative Director
AdBuzzer's picture

well. I agree that the product benefit here is rather weak, but still I know some people who would get that thing for its design actually. People differ in tastes and I'm sure Brandt made some research prior to concieving the idea of such a design that validates bringing it to the market. It may ba a niche, but still I'm sure they will sell it with a better margin than standard ovens.
If you happen to have a spacious kitchen you can put a sputnik there as well, and I'm sure it gives much more character to the place than any standard-looking microwave.

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

CuriousPencil's picture

People who bring quirky accessories into their kitchen already have a kitchen with character though. This is the equivalent of replacing a musty pair of shoes for a sparkling pair of slippers and having to say "Ooh I need a new dress to go with these" - people tend not to design their kitchen around their microwave. In other words, a good student product; unfortunately the company is taking itself very seriously indeed, if this glorious 3D rendering of their self-importance is anything to go by: http://www.brandt-spoutnik.com/galaxie3d.php

CuriousPencil
Activity Score 4225
Copywriter
ace85le's picture

cupcake anyone?

ace85le
Activity Score 3935
Marketing Manager |

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