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Agency Network: 
Published/Aired: 
December 2009

Description

Print advertisement created by Publicis, Italy for Parmalat, within the category: Food.

Caption

Parmalat Panna Chef. You won’t need chefs in the kitchen anymore.
You are the real chef.

Advertising Agency: Publicis, Milan, Italy
Creative Directors: Vincenzo Gasbarro, Luca Scotto di Carlo
Art Director: Alessandro Candito
Copywriter: Paolo Bartalucci
Photographer: Zona 13
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Highest Rated

Brain-Art's picture

Lame

Brain-Art
Activity Score 1101
Graphic Designer
Mandark's picture

cut the "you are the real chef" line. would look better and still there is something wrong about this ad.

Mandark
Activity Score 403
copywriter |

"U think it's perfect?! Press delete and start again!"

Lucy80's picture

this isnt nice at all.

Lucy80
Activity Score 77
Art Director
shahidali's picture

as a print ad, i feel that its a bit forced.

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

DanielSoares's picture

i think it´s a great idea and nicely shown. the problem is that im not sure, if people on the street would get the message...

DanielSoares
Activity Score 126
Copywriter at Art Director @ AKQA San Francisco
john doe's picture

did parmalat approve this???

john doe
Activity Score 1571
Art Director
thedesignaddict's picture

I think it could be quite good with a carefully crafted line. As it is, the line stinks.

thedesignaddict
Activity Score 5403
Art Director at Freelance
mikeelrapido's picture

Poor.

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

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Brain-Art's picture

Lame

Brain-Art
Activity Score 1101
Graphic Designer
WillyLatasa's picture

This is terrible..

WillyLatasa
Activity Score 616
Art Director at Sinus.la |

"Bright ideas bring better results"

AssassinX's picture

Maybe this is some sort of Italian humour but I dont understand... could somebody Xplain it please?

AssassinX
Activity Score 1329
Gualcor's picture

Im tired of the "others lose their job because of this product" ads...

Gualcor
Activity Score 978

--
Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
http://www.facebook.com/gualcor

monsieurange's picture

Así o más hecho! Me refiero a todos los avisos.

monsieurange
Activity Score 520
Creative Director
pandyllero14's picture

Terrible, GO ITALY KEEP UP THE GOOD WORK!

pandyllero14
Activity Score 46
Copywriter
rjk's picture

—are they idiots? It looks like a plane's crush and what a normal person would think about it?

rjk
Activity Score 22
Consultancy
frezfromhood's picture
frezfromhood
Activity Score 43
Copywriter
shitmonk's picture

i think they tried to put too much info into these. firstly, you have to stare at each ad for longer than neccesarry, then look at the product, read comments (seing it on the street, u got to ask the person next to you "did you get it?") go back to the ad, read the line twice, still doesn't make sense, finally see all series, then you go "hmmm" and you can still feel it suck. and why the chef costume? it's trying to make the idea clearer assuming target group is idiotic but it's messing it up, making it harder to understand and with the line, bringing to mind different questions such as "is that where we need the chef?" or "who employes a proffesional chef in the kitchen anyway?"... it also implies airways, pilots and chefs are retarded, while airport hires a chef to lead a landing plane, pilot crashes the plane by only following one guys lead, and the chef wears his costume on a runway and can't even do his only duty; a simple waving move of signs. maby he's had a breakdown after being fired from my kitchen - thanks to Parmalat Panna -
gone insane, wants revenge and takes the plane down on purpose.. that even would've made more sense to me.

shitmonk
Activity Score 465
hilazon's picture

old idea

hilazon
Activity Score 150
Hibon's picture

Is this funny ?....hope this is not the "chef hat" award of the year.

Hibon
Activity Score 3734

Simple ideas are the best !

DanielSoares's picture

these guy "looses his job", because now...cuisine chefs aren t necessary anymore. this parmalat product is so good and easy to applicate, that anyone can do greaaaaat cooking.

DanielSoares
Activity Score 126
Copywriter at Art Director @ AKQA San Francisco
Dzsoi's picture

Gualcor, frezfromhood etc. are right, done sooo many times.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
quodavid's picture

nice photo, tired of this concept, not well done

quodavid
Activity Score 734
Girlcalledjohn's picture

OLD. Fake.

Girlcalledjohn
Activity Score 16
AKH's picture

1st Ad is Good! The follow up ads are Poor. Who will give him this job, if he was a Chef???

AKH
Activity Score 29
tchifi's picture

Poor copy and concept isn't doing anything for the product.

tchifi
Activity Score 164
Creative Director
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