Agency Network: 
December 2009

Also From This Campaign 2


Film advertisement created by Ogilvy, Portugal for WWF, within the category: Public Interest, NGO.

Advertising Agency: Ogilvy, Lisbon, Portugal
Creative Director: João Espírito Santo
Creative Supervisor: André Lacerda
Art Director: Hélder Ventura
Copywriter: João Guimarães
TV Production Director: Viviane de Castro / APP
TV Producer: Paulo Carrapito
Production Company: Albiñana Films
Director: Ricardo Albiñana
Director of Photography: Ricardo Albiñana
Post Production: CEE
Audio: Skills
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ivan's picture

Can anyone confirm is the science is correct here? I once tried this experiment and the glass didn't pour over. As I read the volume of ice is larger than it's melted form, that's why ice floats in the first place.

Creative Director at Ads of the World
dipak123's picture

Answer to science part only:

If ice floats in a glass filled with water, no water will spill when ice melts.

You can always fill a glass with too much ice than the capacity of glass to hold water produced by ice in it. Like in this case where ice is 'not floating'.

Activity Score 2
Kateter's picture

although you're correct about the ice, that's not the point.

they just poured in enough water to spill after ice melted.

Activity Score 2013
Carlos Garcia's picture

The science is wrong: even if you fill the glass the water will not pour over since the volume of the ice is larger when it's solid.
I know it's only advertising and it will get the point across but any 3 year old that tries to replicate the experience shall have a surprise.

To me the question is: can or should advertising lie or bend reality just to get the point across?

Carlos Garcia
Activity Score 847
Copywriter at Zwela |


ivan's picture

I think there is a difference between dramatization and lying. Dramatization is when you know that it's an overstatement, like a giant monster going through the city to dramatize a new mobile service for example. You know the mobile service isn't a monster, just a metaphor. The problem in this ad it looks like an experiment, yet it's not portrayed correctly. I consider this as lying and it only have short term benefits and usually long term negative effects.

Creative Director at Ads of the World
no_user's picture

I totally agree!!!!

Activity Score 123
no_user's picture


Activity Score 123
cef's picture

wrong experiment and wrong message.
they both failed science 101 and ad 101.

Activity Score 505
no_user's picture

No matter if the science is wrong or right. The idea sucks. Old stuff.

Activity Score 123
gmint7's picture

no it doesn't suck.. just that we all are too smart for the ad.

like a magician with an old trick that each every audience already know.

Activity Score 2645
Art Director at ad grad @ S Francisco |


resul ay's picture

i want to cry

resul ay
Activity Score 76
graphic design / turkey kutahya
no_user's picture

What a shit!!! Sorry. Its so old.

Activity Score 123
Guto Araki's picture


Guto Araki
Activity Score 158
Creative Director at fluor / Ponto de Criação
no_user's picture

What a client! But the film... WEAK and WRONG. What a waste!

Activity Score 123
Cladman's picture

I guess I'm pretty ignorant on global warming. But isn't the fact that water takes up more space than ice what global warming is entirely based on? If that's not true, than why will the oceans rise?

An honest question from an ignorant citizen.

Activity Score 74
Creative Director at Johnson/Gray Advertising
macluvin's picture

i liked the clip until i read the comments. haha. if I didn't know the science behind it was untrue, the concept comes across effectively for me.

Activity Score 391
Art Director
hermotsura's picture

advertising based on lies is the reason why so many people hate advertising, and eventually why this particular scam doesn't work.

Activity Score 248
Other at AUBG |

In the quiet words of the Virgin Mary... Come again?

mslocum's picture

I like the simplicity, but this is an intentional lie. In the last shot you can even see water flowing in from the side (bad special effects). They obviously don't care because they have a political agenda. Deliberate lying is NOT CREATIVE.

Activity Score 6
Videographer at Jackson Marketing Group, Greenville, SC
sweetstar87's picture

To all of you guys who say this is a lie, and that it's not good... it still is true, no matter the fact that they just simply didnt put enough water in...the fact that the ice melts, means the icebergs melt, meaning the animal life that lies on those icebergs WILL die.... and if they had had a bowl filled with water and put the ice cubes floating on, eventually, it would have overflowed!

Activity Score 10
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