Agency Network: 
April 2010

Print advertisment created by McCann, Peru for Nescafe, within the category: Non-Alcoholic Drinks.

Advertising Agency: McCann Erickson, Lima, Perú
Executive Creative Directors: Ricardo Mares, Mauricio Fernández-Maldonado
Creative Director: Alejandro Guzmán
Art Director: Nicolás Romanó
Copywriter: Alejandro Guzmán
Photographer: Fernando Salomón

Comments (20)

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Highest Rated

andylefty's picture
Activity Score 4535

I also see the straight lines first.

morse's picture
Activity Score 18024

Like the simplicity. Nescafe clears your head, right?

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

picntype's picture
Activity Score 175

agreed, but how about people who read things from right to left (Arabs)? they might take it wrong. After Nescafe your work gets complicated ;)

F.Abboud's picture
Activity Score 218

I disagree with your comment since the Ad's audience are not Arabs (or right reader ones); this Ad is made for Peru; if they'll do it for Lebanon, Egypt or others, I'm sure they'll mirror it :))

Don Rapper's picture
Don Rapper
Activity Score 223

this comment is insane...
Arbas might read from right to left, but that doesnt apply to pictures. they will totally get it.

As for the Ad, the idea is good, the photoshop is terrible, really terrible...

dsklan's picture
Activity Score 1926

dont work for me, i first see the straight line leading to he cup and then the chaos behind the head...

whatthefudge's picture
Activity Score 1266

Me too, I follow the suggested movement of the arm and cup.

WeirdDog's picture
Activity Score 209

Me too.

pez's picture
Activity Score 1804

agree with dsklan, i think the layout does not communicate the idea correctly... even then i think the idea is cool...

Short's picture
Activity Score 2

Same for me to. Should of reversed the background.

gioborde's picture
Activity Score 1387

maybe what its supposed to communicate is that after coffee youre off to do much more complicated work cause youve got the enegy for it.


tytpol's picture
Activity Score 777

Too many times. I think. Like. E...

JanvanLieshout's picture
Activity Score 3

Plus: the coffee goes in on the right and things come out of your head on the left.. The idea is nice but it is difficut to execute in the right way. Just imagine what happens when you turn around the backgrounds...

perromalo's picture
Activity Score 429

I don't like it. None of them... Sorry guys

Alan Zed's picture
Alan Zed
Activity Score 58

Haha, too complicated to make a good ad, maybe an excellent ghost...

anibal smith's picture
anibal smith
Activity Score 48


1 cuando tomo café se me desordenan las cosas.

2 cuando tomo café mi mente se ordena.

3 cuando tomo café mi mente se acelera y hago muchas cosas.

cualquiera de esas tres lecturas es válida porque el sentido no esta claro
de izquierda a derecha o de derecha a izquierda

la 2 y la 3 son apropiadas para hablan del beneficio de tomar café
pero se desprenden de interpretaciones opuestas del sentido o dirección de los post-its

entonces el sentido no importa?

anibal smith's picture
anibal smith
Activity Score 48

when you drink coffee, your mind becomes disordered

hellojoseluis's picture
Activity Score 8

Wow!! Creative! :D

hellojoseluis's picture
Activity Score 8

Wow! efective!! :D

Mayi92's picture
Activity Score 143

McCann Erickson no me quieren contratar?

andylefty's picture
Activity Score 4535

I also see the straight lines first.