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Agency Network: 
Published/Aired: 
January 2007

Description

Print advertisement created by Tonic, United Arab Emirates for Wyeth, within the category: Non-Alcoholic Drinks.

Caption

Progress Kids. A third of your child's daily nutrition in one glass.
Because vegetables are scary.

Advertising Agency: Tonic Communications, Dubai, UAE
Creative Director / Copywriter: Vincent Raffray
Art director / Illustrator: Peter Walker
Photographer: Tommy Morris
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Highest Rated

the_ashlands's picture

good point..

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

Juan Carlos Javier Bossi's picture

jejejeje, i love this

Juan Carlos Jav...
Activity Score 143
Copywriter
satan's picture

We all love this... really awesome piece of work

satan
Activity Score 181
Client Servicing
PaulyG_fill in the blank's picture

I love these too. I think that they could perhaps look a little more like monsters/aliens/joan rivers, but they're still good.

PaulyG_fill in ...
Activity Score 1148
Copywriter
the_ashlands's picture

yeah man...joan rivers is truly scary! tammy faye lookin beet would probably boost their award odds too!

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

ming the merciless's picture

I don't think it's the smartest move putting kids off vegetables. Or the most responsible one either. Vegetables looking scary doesn't talk to me about any benefit of the product.

ming the merciless
Activity Score 190
Copywriter
the_ashlands's picture

good point..

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

ellehcimeo's picture

maybe they are going after kids who are fussy and won't eat veggies no matter what you do. i thought that it was bad form at first as well, but considering they are pushing the nutrition in the drink and the nutrition your kid might not be getting because they won't eat veggies, i think it's a good thing.

that is a really ugly looking carrot. i want to peel it and put it in soup. that'll teach that nasty carrot.

ellehcimeo
Activity Score 3376
Art Director
Boony wants a beer's picture

The face on the carrot looks like the one on that stupid hat that talks in Harry Potter. Pretty boring ad, I reckon.

Boony wants a beer
Activity Score 380
Art Director
hang-the-dj's picture

Vegetables are scary? What kind of stupid tag-line is that? This is pathetic. Drinking the milk of another animal that's contaminated with all kinds of chemicals is scary. This is irresponsible and wrong.

hang-the-dj
Activity Score 1262
Copywriter
Skor's picture

seriously, youre an idiot...

Skor
Activity Score 208
Copywriter
juankhr's picture

vegetarians are scary

juankhr
Activity Score 136
Art Director at la negra buenos aires
hang-the-dj's picture

Wow, insightful comeback. Helpful, yet informed.

If you have an opinion (low IQ) Skor, try articulating yourself. You're supposed to be a writer aren't you?

Besides, you think discouraging kids from eating vegies is a good thing? Have you ever eaten a vegetable, or is McDonald's onion rings and fries as close as you get?

hang-the-dj
Activity Score 1262
Copywriter
Skor's picture

If you'd like to drive home a point, saying it is irresponsible, wrong, pathetic is not going to help.

Hence, I call you an Idiot...

Maybe I should have been clear about why I made that comment..

It wasent directed at what you said, but how you said it...

And I dont think this ad discourages kids from eating veggies..
First off, it's directed at parents, who have kids who think vegetables are scary, evil, nasty monsters.
And these parents are thinking hmm..my kid doesnt eat, yet he needs his nutrients.

Skor
Activity Score 208
Copywriter
hang-the-dj's picture

Is this your ad? You seem to be quite upset and your justification looks like it was cut and pasted from the client brief.

If my kids thought vegetables were scary I'd be seriously concerned about my cooking ability, and their mental well being. I certainly wouldn't be saying "oh, okay then, don't bother with those silly old vegies, here drink some milk instead"

The thinking here is stupid.

Oh, and how else do I drive home a point without saying what I think? Emoticons? Metaphoric poetry?

hang-the-dj
Activity Score 1262
Copywriter
Skor's picture

Dude, I never said this was a great ad and Im standing up to it...

All I said was

1. what they are saying in the ad is very clear. If your kids dont like vegetables, you have an option.
You have milk. All the goodness. 'Cos vegetables are scary' is just a line to say that differently.
And its not about your cooking..!

2. Youre an idiot. cos you can drive home a point by saying 'maybe this ad is trying to hard, but fails
to get there'. Or 'im not too sure about this ad'. That would be a lot more civil and people would respect your
opinion.

Skor
Activity Score 208
Copywriter
hang-the-dj's picture

I'm not here for people to respect my opinion and it's a bit rich of you to have a go at me for being less than 'civil' when you make a personal attack at me, calling me an idiot. I was critiquing the ad in a harsh way because I think it is crap.

Get over it dude. The ad is crap. Move on.

As for you, after the 3rd time of calling me an idiot, without a decent reason I feel obliged to call you a fuckhead. How's that for civil?

hang-the-dj
Activity Score 1262
Copywriter
PaulyG_fill in the blank's picture

I agree. I think there are too many people here who have nothing to say, so they sling insults. Hey Skor, you don't like what someone has to say? Counter their argument with an argument of your own - and if you don't have one, move onto the next ad so as to not further embarass yourself.

PaulyG_fill in ...
Activity Score 1148
Copywriter
Skor's picture

Pauly Dude... I have nothing against you..

I have issues with people, who think that the industry we are in has to be harsh and mean and bitchy...

well, if thats how some people are, thats the way they deserve to be treated..

DJ dude as far as I have noticed has had nothing great/constructive/helpful/encouraging to say.

Thats fine.

But that doesnt mean that he has to be a dick about it...just to show that he is tough and he has a very strong opinion..

sorry but thats not what I believe in... if that makes me a fuckhead, so be it...

There's always a nice way of saying something and an asshole-ish way of saying something..and unfortunately, hang-the-dj took the latter..
That I didnt like, so I said what I had to say.. if the truth was too personal, then my apologies..

and I dont see how saying how I feel show embarass me.

Skor
Activity Score 208
Copywriter
Disco Munky's picture

game set and match to Skor i believe. Although both parties have a point...kind of.

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

PaulyG_fill in the blank's picture

I take it back. I posted this when I was new here, and yes, there are certainly a lot of dicks here. I've found myself getting into heated arguments with some of them, and I have to make myself stop, because it's really quite pointless. My apologies. Of course you should stick up for yourself.

PaulyG_fill in ...
Activity Score 1148
Copywriter
hang-the-dj's picture

When I first read this I started to write a reply, then halfway through thought, 'what is the point?', these people obviously have some kind of false notion about what kind of person I am, so just leave 'em to it. But, I do want to make a couple of points, because I do visit here often and don't want to thought of as some kind of asshole.

Firstly, I agree that perhaps my comments about this ad were a little harsh and I probably could have said them in a nicer way. Okay? But I take exception to the fact that you seem to think I'm being deliberatly 'mean and bitchy'. I only got defensive because instead of countering my argument you simply stated that I was an idiot. I often give positive fedback (track me if you don't believe) and I would rather this forum be a friendly environment.

Secondly, you're probably not really a fuckhead.

And thirdly, do you think Ivan is ignoring us when we fight, like a mother who just lets the kids sort it out themselves? I mean, we're breaking almost every rule here aren't we?

So, can we just move on now...

hang-the-dj
Activity Score 1262
Copywriter
Skor's picture

I guess the whole thing was a little childish anyways...

Anyways, life goes on..More ads..and more to critique... and this time, Ill join ya guys!

Peace !

Skor
Activity Score 208
Copywriter
kapzz's picture

akhirnya damai juga...
translate mode:ON

finally, peace on earth..

kapzz
ellehcimeo's picture

Vegetables are full of scary chemicals too! Let's not forget genetically modified veggies! LOL!

ellehcimeo
Activity Score 3376
Art Director
addyhoch10's picture

i think i have seen a pretty similar one with potatoes...

addyhoch10
Activity Score 2592
Art Director
jennywhx's picture

these are really scary. i think this is cool, it certainly grab attention, and give parents whose kids refuse to eat vege a big smile. Even though carrot, zuccini and broccoli might be crying now :P.

jennywhx
Activity Score 1142
Other |

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

duncangela's picture

i think it's the first thing that came into the advertisers' heads when they sat down.

duncangela
Activity Score 26
Copywriter
drizae's picture

I've heard that humans aren't meant to drink milk at all.
These ads have a nice idea, but it looks a little first thought. This should've been pushed further than just 3 different vegetables in a shadow.

drizae
Activity Score 503
Copywriter |

Fail Harder.

hang-the-dj's picture

We're not. We are the only species to drink another animal's milk and our bodies can't cope with it very well. Especially certain races. It is a cruel industry but it's worth billions so they gotta keep selling the lie.

http://www.notmilk.com/

So not only is this a crap ad, it's for a even crapper indusrty.

I think I just outed myself as a pseudo vegan freak.

hang-the-dj
Activity Score 1262
Copywriter
rainman's picture

We are the only species to drink another animal's milk because we are the only ones who can. Most animals can't milk other animals.

Actually, cats and dogs will drink milk and enjoy it.

I'm just being a prick, I could care less either way.

rainman
Activity Score 267
Art Director
kc_brock's picture

:(

because taglines should never start with because.

kc_brock
Activity Score 703
Art Director |

rd

sparkplug's picture

come on you have to be kidding me! Putting kids off vegetables is not a good idea in the first place.
Because... What's wrong with you man?
And honestly, do you guys have real clients? Sony, Nando's, Quartermile... whatever it is you guys do.

sparkplug
Activity Score 92
Copywriter
Beatles's picture

if you shoot any thing in this kind of lighting it will look scary. try boiling milk.

Beatles
Activity Score 47
Creative Director
addyhoch10's picture

so...?

addyhoch10
Activity Score 2592
Art Director
GeGeGe's picture

nice concept, nice execution! I love when they start with a true line and twist it into the product! Insights are always stronger!

GeGeGe
Activity Score 46
General Manager
salva5's picture

"Because vegetables are scary" sounds a little poor I think. The bubbled milk is also scary. I can't get the msg, "Calm down if your kid doesn't eat veggs, you can give him some milk!"?

salva5
Activity Score 22
Web Designer/Developer |

<a href="http://salva5.net">S5</a>

GeGeGe's picture

poor? haven´t you ever thought as a child? This is one f····· strong insight!

GeGeGe
Activity Score 46
General Manager
ming the merciless's picture

What? Like this ad would be in a comic? Come on - we're talking to the kids parents here, not the kid.

ming the merciless
Activity Score 190
Copywriter
Disco Munky's picture

WOW. This is possibly the worst thing I've seen...ever

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

A. J. SMITH's picture

It doesn't do it for me; 'hey kids vegetables are scary, so you will need to drink milk instead to be healthy', its a poor message,

I think the artwork could be made to look a bit more like monsters, but the idea is wrong anyway so there would be no point.

You wouldn't say 'diet, because exercise is scary' would you?

A. J. SMITH
Activity Score 2822
A. J. SMITH's picture

Also, 'a third of the nutrition your body needs in one glass', but you won't get the other two thirds because; 'vegetables are scary' see what i mean?

A. J. SMITH
Activity Score 2822
GeGeGe's picture

agreed! i was wrong about the insight!

GeGeGe
Activity Score 46
General Manager
Juan Carlos Javier Bossi's picture

Yes, you can comeback to the ad in many ways, but a really good ad generate this! A lot of opinions

I like it, the ad have a very strong first look, says everything and close the message.

Juan Carlos Jav...
Activity Score 143
Copywriter
tiny_wordz's picture

sorry, do kids hate vegetable 'cuz they look scary or 'cuz the shit just don't taste like ice-cream? bull-crap campaign man... and borin too (for a kids product)

tiny_wordz
Activity Score 325
Copywriter
Disco Munky's picture

You just hit the nail on the head

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

salva5's picture

haha bingo

salva5
Activity Score 22
Web Designer/Developer |

<a href="http://salva5.net">S5</a>

rainman's picture

it is just a play on words, not literal. And I don't think milk is a kids product, it is aimed at parents. I don't love it but I could definitely see this in a parents or family magazine.

rainman
Activity Score 267
Art Director
alekvf's picture

I really don't understand why this campaign is so AMAZING to some of you on here... Yes it was shot in a dark, horror-like movie poster style - nice art direction but not great! Like someone mentioned here, these veggies should have been shot with a monster character-like visuals in mind. The Broccoli had a great opportunity to achieve that, but didn't. The other two just look gross (not scary) and very gay-pride sponsor ads. Personally, I don't think they nailed it!

alekvf
Activity Score 22
Art Director
Gorgona's picture

This is the most irresponsible campaign about milk you can imagine. Milk and vegetables just don't live on the same floor of the food pyramid. They don't have the same nutrients. Besides, the image is boring. Here's some healthier idea to those marketing guys: http://www.epica-awards.org/assets/epica/2006/winners/print/images/03-...

Gorgona
Activity Score 10
Other
jorge21's picture

creo que tienen que ver mas publicidad por que una idea asi ya fue publicitada y creo que gano premios

jorge21
Activity Score 307
Copywriter |

Jorge Bryson

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