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Close encounters, 3

Campaign
Agency Network: 
Published/Aired: 
February 2009

Description

Most of the ads for the horseradish are very traditional and conventional. Therefore, we attempted to provide an unexpected pleasure to enable customers to remember our ad. We parodied Steven Spielberg's film, "Close Encounters of the Third Kind," with a plot that Alien from Long's planet came to meet animals, vegetables, and fishes of the Earth. By making a transition from the previous perception of adding horseradish to supplement foods, we added foods to the horseradish instead in order to heighten the value of the horseradish.

Print advertisement created by When Gee, South Korea for Long's, within the category: Food.

Advertising Agency: When Gee, Seoul, South Korea
Creative Director: Tai-il, Lee
Art Directors: Jeong -gon, Kang, Mi-sun, Kim
Designer: Seong-kuk, Jeon
Copywriter: Jong-hwan, Choi
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bknowlden's picture

I feel like this one went completely over my head...

bknowlden
Activity Score 3647
Art Director |

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brandon

www.brandonknowlden.com

_yan_'s picture

Yeah, it failed.

_yan_
Activity Score 162
Guest's picture

guys, you wrote 5 sentences of explanation under a print ad.....

Guest
Guest's picture

wow! it's definitely overkill.

Guest
bknowlden's picture

It's good you explained it, since you get to do that with everyone who sees the ads...

bknowlden
Activity Score 3647
Art Director |

--
brandon

www.brandonknowlden.com

Guest's picture

i didn't even understand the explanation ! ! !

Guest
Guest's picture

Even the explanation is hard to understand. And why does the light from the spaceship have a watermark?

Guest
nemesis's picture

I don't understand the ad even with the explanation. And I don't get why they used two completely different styles of illustration for the aliens and their ship and the animals and background. I also think the Long's watermark in the alien light is too much. Overall, this doesn't work.

nemesis
Activity Score 765
Creative Director
Guest's picture

Wow... talk about a complete head scratcher.... whoa

Guest
Guest's picture

I like the explanation better than the ad itself. In fact, I love the explanation. Congratulations, you've made a viral in the "WTF?!" category - I'm forwarding it on to colleagues as we speak.

Guest
Jet Lee's picture

This idea might fly with the third kind. Obviously the earthlings aren't getting it. :P

Jet Lee
Activity Score 127
Art Director at BBDO Singapore
Guest's picture

Bit it´s nice how often they mention the product in the explanation. I feel like trying it!

Guest
Guest's picture

horrible idea of the third kind....

Guest
Guest's picture

horrible idea of the third kind...

Guest
Guest's picture

So, not only are they going to pay for the release of this (?) ad, they're also going to have to publish that strange and not-so-concise explanation - which - by the way - makes no sense at all!

woohoo!
what an ad.

Guest
Disco Munky's picture

This is like rubbing horseradish in the eyes.

Inaccessible concept and the art isn't that good. Don't even really know what they want to say. Lame.

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

Guest's picture

This ad is retarded.

Guest
Guest's picture

This ad is completely retarded.

Guest
Guest's picture

Blaaaa....very desgusted campaign....blaaaa...peximum ardirection...

Guest
Guest's picture

sorry.. bad

Guest
Guest's picture

nice

Guest
Emran Hayat's picture

for the 1st i thought it cud b intresting.. aftr sometime whn i didnt get a single thing out of it i found it not more thn a SHIT ... o/o

Emran Hayat
Activity Score 832
Art Director at IAL Saatchi & Saatchi |

Creativity is a natural extension of our enthusiasm

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