January 2007

Forged carbon steel. For extra sharpness. Anolon.

Advertising Agency: Ogilvy & Mather, Beijing, China
Group Executive Creative Director: Nils Andersson
Creative Director / Art Director: Michael Wong
Copywriters: Nils Andersson
3D Illustrator / Digital Imaging: Electric Art, Sydney
Photographer: Kenny Chai

Comments (25)

Log in or register to post comments
yessir's picture
Activity Score 18

Nice photo,nice idea, love it!

RicKurt's picture
Activity Score 14

bad work... you can see the reflexe on the black cells...

slammary's picture
Activity Score 214

Yes, even worse. It's on a desk! Rediculouse.

forpointsize's picture
Activity Score 65

nice artdirection... nice idea.. love it!!!!

Sir Edmund Adstein's picture
Sir Edmund Adstein
Activity Score 26

I really like it.
From the "super-sharp-cut-everything-even-tiny-stuff-knife-theme"
this is something different.
I agree about the reflection,
It's true you can see some sort of room there,
(good thing it's not the photo camera)
It would be better to give a more neutral finish
to the black balls.

puppiepoppy's picture
Activity Score 1634

Hmmnn...on the other hand, I'm kinda likin' the highly glossy reflection of the balls. It enhanced the solidness of the molecules, thus strengthening the concept!

Overall, I think they did a great job with the 3D execution of the main visual. They got some top notch artists there at Electric Art. Awesome!

lsadunb's picture
Activity Score 571

Nerdy guys would love that.

candleshades's picture
Activity Score 19

your funny, thats 3d work, its not a photo at all

jonathanrioux's picture
Activity Score 86

The idea is there but the public and myself do not know what type of material is used for those molecules. I mean, is it that hard to cut this material with a knife.

puppiepoppy's picture
Activity Score 1634

The idea seems purely conceptual as we can't physically sees molecule. Therefore I guess I know why the balls have all the reflection, etc. It's a conceptual notion of having the finest cut!

Ya's picture
Activity Score 161


jungleraven's picture
Activity Score 291

no doubt, itz different frm al those "kind" of ads. gud wrk...

mrtalented's picture
Activity Score 2171

i saw similar campaign in thailand for same product. but changed to microscopic photo of different kind of cells, atoms and molecules.

personally i prefer that series, conceptually and visually.

puppiepoppy's picture
Activity Score 1634

Yeah, I saw a glimpse of that Thai campaign as well...but it's all cells. For me, cell is still can be observe thru naked eye but molecule is still the extreme of all and exist in physics theory only. So, slicing molecule would be the finest cut for me.

BTW, the images of the cells are not that great for premium kitchenware, don't you think? It's all about taste and brand's tone and mood.

raverus's picture
Activity Score 1476

shitty photography

puppiepoppy's picture
Activity Score 1634

Yeah man, shitty photography...but I'm Loving the 3D! Awesome molecule.

Rog's picture
Activity Score 6080

Love the "split the atom" vibe!
Polar cool idea.
Shines through all production quality brouhaha.

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

LetitbeKNOWN's picture
Activity Score 36

You know that theres to many haters around when a fresh unique and different ad comes out, 2 people like it and then everyone wants to poke holes in it. Maybe the reflction was intended, maybe not the point is it looks good to its audience (Which wasnt directed to Art D's & Copywriters but rather the general public). Maybe you shold consider the fact that its a great idea with an execution that doesn't let it down. Some of you need to put a pencil back in your hand and get your work up here before you can raise the slightest fault. Holes can be found in all work its just as to wether it lets the idea down. HERE IT DOESN'T!

candleshades's picture
Activity Score 19

oh some one is having a good sharp opinion here:)
i think this guy is right, there are great difference i taste, some like dali, some like picasso, some hate both of them, does that mean that they werent creative? ofcourse not, it means only that people are having different taste, u can never make every body like you
never ever, and think about it

Stigset's picture
Activity Score 1454

Only problem is it doesn't look like real molecules, it looks like the plastic ones we had in school (especially with the room reflection in it), and that takes away the message a bit, because it isn't that extraordinary to cut trough plastic...

LetitbeKNOWN's picture
Activity Score 36

Agreed, good to see a point and reason behind the criticism. suppose they could of explored the more microscopic looking execution but maybe they would of lost a few of us that aren't that science conscious. Here it is clearer to a broader audience but there is room for the message being compramised. Good point, FOR ME THE AD IS STILL WELL RESOLVED & AFFECTIVE.

A. J. SMITH's picture
Activity Score 2822

I like the concept. But it will not be clear to alot of people.

Mantufayo's picture
Activity Score 580

Tan afilados que pueden cortar moléculas plásticas de juguete
"So sharp it can cut plastic moleculs shape toys"

Que se hable español!

Tomás's picture
Activity Score 46

Pufff. Es el tercer aviso que veo que hace referencia a esas estructuras. (me acuerdo que uno era de chupa chups) Me parece mala la idea, y casera la foto.
Is the 3rd ad I see whith those structures (remember one of chupa chups) Bad idea, home made picture.

puppiepoppy's picture
Activity Score 1634

Hmmnn....this ad is selected as Finalist at World Press Awards and shortlisted at Clio Awards 2007.