Flight controller

Agency Network: 
April 2011
BelCuore Café:  Flight controller


Photographer Lucio Cunha

Art Buyer Nanci Bonani

Print advertisement created by Ogilvy, Brazil for BelCuore Café, within the category: Non-Alcoholic Drinks.

Advertising Agency: Ogilvy, Brazil
Executive Creative Director: Anselmo Ramos
Creative Director: Claudio Lima
Copywriter: Eduardo Marques
Art Directors: Lucas Zaiden, André Kirkelis, Vinicius Valeiro
Illustrator: Vinicius Valeiro
Media: Sergio Brotto / Toco
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chirag's picture

Art is no doubt good,
But the message is not clear,,

Activity Score 52
Planner at brandtree
michael saucez's picture

I don´t know how this could be clearer.

Black = Sleepy
Smoke (representing coffee) = Focus on what´s happening

So, drink Belcoffee and wake up.

michael saucez
Activity Score 23
Editor at Thumbby
HappyHour's picture

Art is good, message is completely clear (this coffee keeps you awake)...unfortunately, all coffee keeps you awake.

Activity Score 2377
Reality Check's picture

Nothing new to say (coffee keeps you awake), and, at the end of the day, no real point to make.

Reality Check
Activity Score 2545
esteb's picture

This coffee keeps you awake when you don't drink it?

Activity Score 671
italocr88's picture

you can change the logo and the ad still works.. good idea but not good enough!

Activity Score 260
Copywriter at Ogilvy & Mather Argentina
Vingy's picture

i agree whit Chirag message isn´t clear it needs a powerfull copy to complete the message

Activity Score 474
Copywriter at Advance
Galo's picture

Even tough the message is not new (man, whats new about coffee anyway?) I just love how they happen to communicate it. Congrats to te Ogilvy team!

Activity Score 446
Ron Burgundy's picture


nice art too

Ron Burgundy
Activity Score 1626
Art Director at Southern California
liny_77's picture

Sorry, nothing new.

Activity Score 206
Creative Director
Bob.C's picture

Love the visuals and yes the message is clear - it's a beautiful way to send a generic message. You know what, I'm drinking my Starbucks instant (ok I know don't start) and it keeps me awake too, so a tagline, a fact, a logo, a slogan, a positioning statement.... an anything more to help this actually send a branding message would have made all the difference. To me it's sending a bit of a "water is wet" type message at the moment, albeit in a nice way.

Activity Score 1155
Copywriter at Convince Ltd |

= http://we-convince.com/ =

soryana's picture

fine art, but the smoke in the ad looks like cigarette smoke

Activity Score 155
Administrative |


michael saucez's picture

Art is good, as you should expect from Brazil.

But here there´s something really different for coffee.

C´mon, they´re NOT using eyes nor sleepy people. The product is HUGE. Probably the biggest brand-size-signature advertising ever.

michael saucez
Activity Score 23
Editor at Thumbby
shahidali's picture

Its all airplane in the smoke. how come that represents keeping awake?

Activity Score 4065
Dhaka, Bangladesh |


Glut's picture

not so sure, what is this?

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
MidasTouch's picture

The line, we need a line.

Activity Score 1024

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

kleenex's picture

not a great idea imo.

Activity Score 58777
Web Designer/Developer
ajitart's picture

gurrrrrrrrr....coffee don't have smoke...BAD. not expect from ogilvy - brazil. art student can do better job than this.

Activity Score 53
Art Director at 3bnf
John Howard's picture

Like no much!

John Howard
Activity Score 33
Creative Director
mimosainsiva@gmail.com's picture

i feel it here the cup fills with a metal liquid.. ha ha ..

Activity Score 77
Verve Design shop
ace85le's picture

Very refreshing indeed.

Activity Score 3935
Marketing Manager |



Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

andylefty's picture

I see what people mean when its not clear, the visuals through the steam is hard to make out.

Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
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