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Spaghetti

Published/Aired: 
June 2007
 Spaghetti

Description

Caption

Heinz mayonnaise. Now in squeeze bottle.

Advertising Agency: Leo Burnett, Brussels, Belgium
Creative Directors: Jean-Paul Lefebvre, Michel De Lauw
Copywriter: Vincent Daenen
Art Director: Guido Goffeau
Photographer: Philippe Lermusiaux
Account Supervisor: Chantal Claes
Advertiser's Supervisor: Elke De Clercq - Marketing Director
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Davosk's picture

Why would anyone want to eat a plate of mayonnaise or a plate of spagetti with mayonnaise for that matter. The two don't match creating a conflict which doesn't make the product appealing at all.

Davosk
Activity Score 4815
Art Director
Pacific Blue's picture

For God Sake, they are Belgium!!!!!
They puy mayonaise ON EVERYTHING, from fries to muzzle.
And the best beer of the world!!!!

The idea is so simpe than it really works.
I miss the knive, and probably would take off the glass from the picture.
Cheers.

Pacific Blue
Activity Score 335
Art Director |

-------------------------------------
/// The clock is laughing in my face ///

Davosk's picture

You haven't convinced me, sorry.

Davosk
Activity Score 4815
Art Director
Yokel's picture

It's true! (Belgians are weird in their culinaryness).

Yokel
Activity Score 604
Art Director
Jet Propulsion Lab's picture

Brussels sprouts. Case closed.

Jet Propulsion Lab
Activity Score 10679
Copywriter
Chris's picture

The best beer in the world is from bavaria.

Chris
Activity Score 1935
Art Director
velle's picture

omg, those belgians.

also, thats not a plate of spaghetti. look again.

velle
Activity Score 1550
Copywriter
Phony Ads's picture

Yuck!!

Phony Ads
Activity Score 149
Copywriter
Willey's picture

What am i supposed to be eating here? "camouflaged" mayonnaise or spagetti?

Willey
Activity Score 140
Graphic Designer
Davosk's picture

Waiter, give me a steak and an ashtray. Oh and a tub of margarine with a spoon.

Davosk
Activity Score 4815
Art Director
jennywhx's picture

it make me want to buy it to try whether i can make a plate of spaghetti like this, but not to eat it. haha.

jennywhx
Activity Score 1142
Other |

http://jennywhx.blogspot.com jwhx:Visionary

twelve_noon's picture

this is clever and communicates the benefit of the squeeze bottle... simple, clear, gets to the point... and of course it doesn't say 'goes with spaghetti' just that the meyo will look like it..

twelve_noon
Activity Score 617
Creative Director
axelk's picture

true twelve_noon. it just communicates the advantages of the bottle not the product itself. i don't really know the product but as the headline tells us. this mayo comes in a squeeze bottle now as opposed to before

axelk
Activity Score 286
ripster's picture

twelve_noon has said it. The matter here is not about taste and flavour. Heinz Mayonnaise is now available in a squeeze bottle, so a long distinguished squeezed line of mayo is the best you could show.

the only aspect that bothers me is the color of the mayonnaise. Looks a lil too spaghettish. Would this pretty bright mayonnaise evolve a yellowish color the deeper you look into? Mayo is more shiny, has more spectacular highlights than spaghetti, so it should look different in terms of color and luminance. Apart from that the art direction is almost fine.

ripster
Activity Score 152
Other
itch's picture

looking at the simply spaghetti makes me hungry !!

itch
Activity Score 806
Graphic Designer |

* it's not how good you are. it's how good you want it to be *

Brainsugar's picture

Becarefull you may vomit!! it's mayo! not spaghettis!

Brainsugar
Activity Score 1631
Copywriter
Rog's picture

Confused take away.

Rog
Activity Score 6080
Copywriter |

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

hrd2mpress's picture

so they make mayo from flour now do they?

hrd2mpress
Activity Score 62
Creative Director
Conceptual-eyes's picture

This is impossible, the strands would be able to go underneath each other. This is a terrible ad, terrible.

Conceptual-eyes
Activity Score 1475
Copywriter
the_watering_hole's picture

For someone with conceptual-eyes, you don't really have good vision mate. It's simple because Heinz means thick... and now in squeeze bottle means that it's easy to flow and you don't have to keep knocking the bottom. So for your understanding and most of the suits up here who haven't got it, it's thickness you can now squeeze out so easily. Use some imagination people and don't bag a good ad just because you couldn't come up with it first.

the_watering_hole
Activity Score 4
Copywriter
drunk dave's picture

Nice one. Mayonnaise and chips in horse fat.... hmmmm. Nice thought to sell a thick mayonnaise sauce.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
Guest's picture

The message is cleare and simple, the spagetti as it is on the plane is unappeling, it is missing something, and of course the answer is the flavor or in this case the mayonaise. very clever way of call the attention of the consumer.

Guest
Guest's picture

so WTF is it ? mayo or spaghetti ???

Guest
Anabel's picture

i don't like it at all.

Anabel
Activity Score 46
none / AAAP (ASOCIACION ARGENTINA DE AGENCIAS DE PUBLICIDAD)
Andrey Vaslit's picture

Eat that will raise you cholesterol to clouds, it'll kill you.
But like the way to show it was a squeeze bottle =].

Andrey Vaslit
Activity Score 210
Guest's picture

It just reminds me how artificial the Heinz product is. Real mayo should not do that. Quality mayo doesn't. Negative appetite appeal for me.

Guest
K.I.D_PUNK's picture

Sooooooooooooo GoooooooooooooooooooooooooD.

K.I.D_PUNK
Activity Score 151
Art Director at Advertising Agency Bangkok Thailand
Guest's picture

awesomeeee!!!

Guest
ralphstieber's picture

simple, scary... cool. it works.

ralphstieber
Activity Score 136
Copywriter at Miami Ad School Berlin
iambusy's picture

works for me

iambusy
Activity Score 2219
Copywriter |

busy.

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