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Published/Aired: 
May 2008
Yuhan-Kimberly Print Ad -  Fish

Description

Print advertisement created by Ogilvy, South Korea for Yuhan-Kimberly, within the category: House, Garden.

Advertising Agency: Ogilvy & Mather Korea, Seoul, Korea
Creative Director: Jongkyu Lee
Art Director: Changyun Baek
Copywriter: Jinhee Park
Illustrator: Seunghyun Byun
Chief Creative Officer: Wain Choi
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Highest Rated

SWReedy's picture

an idea that is close to being good but has way too many variables.

I understood what the product does, but the fact that the majority of the individuals who posted didn't is a bad sign.

SWReedy
Activity Score 30
Art Center College of Design
Davosk's picture

Not working. Cats love smelly off fish.

Davosk
Activity Score 4815
Art Director
dthlb72's picture

It's an odour-removing ad la... don't you get it

dthlb72
Activity Score 545
Art Director, ADK Malaysia
Rami Qaddoumi's picture

my cat doesn't eat fish this is true

Rami Qaddoumi
Activity Score 214
Creative Director at Amman Jordan
Davosk's picture

weird cat. I have a dog that eats fish and cats if she could catch one.

Davosk
Activity Score 4815
Art Director
Andy-B's picture

What is this Ad trying to say?
'That the "Yuhan-Kimberly" fish is so smelly that, cats would rather eat goldfish'...

Andy-B
Activity Score 280
Ogilvy, Johannesburg, South Africa
sneakyhands's picture

that cat would love the fish on the counter too if it could smell it, but it can't thanks to the product.

i don't like the use of both top corners here. this could be why so many are missing a pretty simple ad. just a thought. other than that it's pretty cute and i can get it and move on quickly.

sneakyhands
Activity Score 1857
Copywriter
SeanMartin's picture

Well, thank god someone got it. Yeah, it's a layout problem more than anything else: the pieces are all there, just not where they should be to get the message through.

Great art direction in the photography, tho. Pity the layout undercuts it so much.

SeanMartin
Davosk's picture

I get it now but I didn't at first. Does this product make cats blind aswell or is it just a dumb cat?

Davosk
Activity Score 4815
Art Director
A.G. Pennypacker's picture

I still don't get it. Is this product an air freshener-type odor remover? Because if it is, why is it masking the odor of one fish and not the other? This ad is filled with contradictions. Even if the cat can't smell the fish on the counter he can still see it. The same way he sees the one in the bowl but can't smell that one either. So why is he not going for the easier meal? I don't see how fixing the layout solves the lack of clear information about the product.

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
Grrrr's picture

Oh well, maybe because the fish in the bowl is... alive. Of course, we only suppose it's alive allthough it doesn't move. Maybe because it's print and not TV...

Grrrr
Activity Score 1961
Illustrator
SeanMartin's picture

Put a toy on the carpet next to a cat, and he'll look at it. Dangle one, and he'll jump for it.

SeanMartin
dthlb72's picture

For animal, if it doesn't move, they can't see it as well

dthlb72
Activity Score 545
Art Director, ADK Malaysia
How_Addy's picture

Are you all visually impaired?
Seriously, anyone should get this in a split second.
It's nice, simple, direct.
Bad layout though, putting the logo with the line on the right would solve everything.

How_Addy
Activity Score 66
Copywriter
STRTLRS's picture

Thank you Addy.
I think it has to do with the fact that people come here only to find negative things on other people's work and miss the idea altogether. Good ad.

www.storytellerscreative.com

STRTLRS
Activity Score 1601
storytellers. |

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I think, therefore... yeah.

A.G. Pennypacker's picture

Or maybe "people" come here only to post negative comments in response to another persons serious questions about an ad. There is no law that says me or anyone else has to "get" an ad at all, or get it as quickly as you do. There's not even a law that says I have to like it once I do get! Believe it or not, I actually get to think what I think about the ads. Not what you think. So there really is no reason for you to be a hypocrite and come here to find negative things to say about other peoples comments.

Good day sir. I SAID GOOD DAY!!!

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
STRTLRS's picture

No, thank you for proving my point.

www.storytellerscreative.com

STRTLRS
Activity Score 1601
storytellers. |

---------------
I think, therefore... yeah.

mark3r's picture

Its from Korea, that's why it's so weirdly laid out. Anyways its an ok idea... the photography is good.

mark3r
Activity Score 1949
Art Director at Scout
thais_ser's picture

i understand that it takes out de odor, so that the dead fish doesnt atract the cat...
but...the problem is that the other also doesnt smells bad...why the cat preffered the fresh one?
its not making sense

thais_ser
Activity Score 6
CopyWritter
roiz's picture

live prey

roiz
Activity Score 60
Independent Graphic Designer/ Art Director
Favete's picture

AWESOME!!!!

Favete
Activity Score 365
Consorcio Publicitario - Dir. Creativo |

--------------------------------------
Change it, change it now coz they will tomorrow.

Whitefang's picture

man there are some dumb people on this site. the fan takes away the smell so the cat can't smell the fish in the bowl. go back to a/c service if you don't get this.

Whitefang
Activity Score 509
Phony Ads's picture

Why do you have to call people dumb? Maybe they're simply not as familiar with the product as you might be. Did it ever occur to you that some may think you're dumb because you're calling them names and attacking them over something this trivial? A stupid cat ad?!! Nevertheless, where does it say this thing is a fan? Because this ad damn sure isn't telling me that! If I've never seen or heard of this product, I'm left to guess what the hell this thing is or what it does? And this execution is not telling me.

Phony Ads
Activity Score 149
Copywriter
virtualplaydoh's picture

Damn blind cats.

virtualplaydoh
Activity Score 252
dazza's picture

guys, if u blow the pic up and look at the top right corner, u'd see an air freshener.. it takes away the smell of the 'fresh fish' on the plate, so the cat goes for the goldfish, which probably does not have any smell either but, maybe cuz its still alive and moving? lolz

dazza
Activity Score 4
Advertising Agency
AD Kevin's picture

Idea, Photography is good!

AD Kevin
Activity Score 4
AD
i am zero's picture

thought is nice, may be putting fish right in front is making it too obvious.

pashya is zero

i am zero
Activity Score 142
Art Director |

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i am zero

zzell's picture

good. good ~

zzell
Activity Score 9
artdirector |

Hi. Nice to meet you.

roiz's picture

live prey

roiz
Activity Score 60
Independent Graphic Designer/ Art Director
act's picture

people come here to post negative comments because majority of the ads here are really really bad. and here is one of them.

what a shame ogilvy and mather.

act
Activity Score 535
Art Director
zzell's picture

ah. So what?

zzell
Activity Score 9
artdirector |

Hi. Nice to meet you.

AERC's picture

The fish is rotten

AERC
Activity Score 61
Art Director
dthlb72's picture

Yeah, layout is a problem. The product seems to be sitting on the top cabinet

dthlb72
Activity Score 545
Art Director, ADK Malaysia
SWReedy's picture

an idea that is close to being good but has way too many variables.

I understood what the product does, but the fact that the majority of the individuals who posted didn't is a bad sign.

SWReedy
Activity Score 30
Art Center College of Design
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