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Toasted bread

Agency Network: 
Published/Aired: 
January 2011
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Bolletje:  Toasted bread
Bolletje Print Ad -  Toasted bread

Description

Print advertisement created by Van Walbeek Etcetera, Netherlands for Bolletje, within the category: Food.

Caption

Bolletje Toasted Bread

dvertising Agency: Etcetera, Amsterdam, The Netherlands
Creative Directors: Edward Bardoul, Raymond van Schaik
Art Director: Chris Sant
Copywriter: Dieuwer Bulthuis
Photographer: Simon Warmer
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manumartin5's picture

Best for outdoor... as well.

manumartin5
Activity Score 1194
Art Director at Infinity Advertising Services Pvt. ltd.
tirthomitro's picture

this is awesome

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

apple pie's picture

simplicity is awesome!

apple pie
Activity Score 41
CuriousPencil's picture

Let's be clear: the product is crispbread. The packaging says 'I want Bolletje crispbread', and this is an unaltered product package. So the creative in this is to turn the package into a toaster. I find that uninspiring and unimaginative and I would imagine entirely unoriginal.

CuriousPencil
Activity Score 4225
Copywriter
Diplodokus's picture

The product is toasted bread. That's why the package (which isn't unaltered) says toasted bread.

Diplodokus
Activity Score 1821
Creative Director at J. Walter Thompson Amsterdam
CuriousPencil's picture

I do like a nice pedantry of a Saturday: the packaging is unaltered of itself, it is augmented with 2 pieces of toast sticking out the top; "crispbread" is maybe giving it a little too much leeway. But having lived in the Netherlands for more than a decade, and having tasted this product on many occasions, it's not what you would expect bread to taste like after toasting - i.e. toast. The packaging says roasted bread, in the same way a kettle over here says 'water cooker' or a flint for a lighter says 'fire stone'. Might be a language thing... shall I go on?

CuriousPencil
Activity Score 4225
Copywriter
LeeHarvey's picture

Please!

LeeHarvey
Activity Score 3045
Creative Director
CuriousPencil's picture

...potatoes are 'earth apples', strawberries 'earth berries', idiots are 'acorns', and no, LeeH, though I do go on I think I'll leave it with my favourites: hippopotamus is 'Nile horse' and rhino is 'nose horn.' Lovely language.

CuriousPencil
Activity Score 4225
Copywriter
LeeHarvey's picture

Some jerk on the radio told me it was 'blue monday'. Well you just turned this day into a sunday afternoon! Much obliged CP.

LeeHarvey
Activity Score 3045
Creative Director
CuriousPencil's picture

Also delighted to dispel that nonsense for you, with some 'referency goodness' from the awesome Ben Goldacre, in which he shows that Blue Monday's a canard of the highest order.

http://www.badscience.net/2009/01/part-432-in-which-i-get-a-bit-overin...

CuriousPencil
Activity Score 4225
Copywriter
kleenex's picture

I like simple.

kleenex
Activity Score 58793
Web Designer/Developer
Lazarus's picture

Hmmmm...

Lazarus
Activity Score 1537
Creative Director
luispiter's picture

mmmm not is new

luispiter
Activity Score 2756
comunication
Cheerriiee's picture

ok, i dont love it thou.

Cheerriiee
Activity Score 952
Graphic Designer
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