Fish tank

March 2007

Finally something you can say yes to.
Real apple. Real crunchy. Real yummy.

Advertising Agency: Saatchi & Saatchi, New York
Art Director: Danielle Thornton
Copywriter: Josh Schildkraut
Executive Creative Director: Tony Granger
Creative Directors: Jan Jacobs, Leo Premutico, Ann Hayden
Art Buyer: Melissa Brzeski
Illustrator: Adrian Johnson

Comments (14)

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Rog's picture
Activity Score 6080

My kids are teenagers, and this made me giggle.
Bang on!
Tell me there are tvcs of this... please.

>>>> That's not an ad. THIS is an ad.

philippertl's picture
Activity Score 656

Super nice illustration! Great!

jurgenthegerman's picture
Activity Score 8

The whole campaign idea feels very tired and familiar. It is beautifully art directed, but this doesn't compensate for the strategy, which is a very first thought. A great product with a sound selling point, it deserves better. It might pick up something for craft, but certainly not for idea.

philippertl's picture
Activity Score 656

I don't agree. This reminds me very much of myself as a kid, especially the 'wing' ad. And it's a simple but very effective idea and works perfect on the target group. Those situations reflect parents's life in a funny and refreshing way.

the_ashlands's picture
Activity Score 1394

obviously somebody is a little jealous here...

Saltsea's picture
Activity Score 319

I agree with the comment. Sorry but this is 1st thinking, too simple.

harry's picture
Activity Score 8

since when is simple a bad thing...isn't that what we strive for?

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

"jurgen..." makes a good argument.

Although I wouldn't go so far as to say "feels very tired", the whole strategy is in the familiar territory. It does strike a chord with the target audience, nonetheless. And I don't know since when "first thoughts" are a no-no, but this campaign doesn't have any real scratch to it other than the great looking illustration (I gotta say I like each little "trouble-making" scenario, though.) Strip away all the frills, and you have a simple but banal product message any children's health-snack brand can stake a claim to.

As much as I like these ads, I do not expect to see them on the awards show circuit.

ARCHIVE will most definitely pick them up for the "look", of course. We all know THAT.

Besha's picture
Activity Score 295

Agree!!!! This is great! Right on target.

Dick Huges's picture
Dick Huges
Activity Score 937

I wonder how cool would that be with pictures instead of illustration.

klaussnow's picture
Activity Score 1645

can't beat the illustrations here for consensus

... its already been done...

simone's picture
Activity Score 187


Laurent's picture
Activity Score 279

makes me proud to work at saatchi's

the_ashlands's picture
Activity Score 1394

is that why your accepting job offers?