To die for

Agency Network: 
July 2012
Cose Dolci:  To die for
Cose Dolci Print Ad -  To die for


Print advertisement created by Belocal, Italy for Cose Dolci, within the category: Confectionery, Snacks.


Ice cream to die for.

Advertising Agency: Belocal, Italy
Art Director / Copywriter: Michele Montanucci
Photographer: Giuseppe Volpini
Log in to post comments
morse's picture

Unusual for ice-cream. I like it.

Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

DilipRevar's picture

Really good.

Activity Score 264
Graphic Designer at Visualizer and Graphic Artist
kalpesh78's picture

Its ok. not too stunning but not bad either.

Activity Score 2496
Chief Creative Officer at Uniqish Brand Creche |

ideas....30 minutes nahi toh free.

Temple's picture

Do we really need to explain why this is bad?

Activity Score 10883
Creative Director
andylefty's picture

Got worried there for a second.

Activity Score 4297
Graphic Designer at Central Saint Martins College of Art and Design
NatsN's picture

Im guessing the idea was good when it was conceptualized... but the execution ruined it.

Activity Score 152
bate_palmas's picture

Um. Please.

Italy did nicely at Cannes this year. Don't ruin it.

This is an unadulterated piece of crap.

FIrstly, it can be for any food that might have a bit of red in it:

Heinz - ketchup to die for
Sainsbury's - tomatoes to die for
Fruitworld - rasperries to die for
John's farm - beetroots to die for

Secondly "to die for"? Are you serious? Yes, in english we have the same phrase. It doesnt work well in an advert because:

a) nobody would actually die for any of the stuff we have to advertise, so its a blatant exaggeration beyond the point of reason.
b) there is a huuuuge 'death from obesity' message that clearly no-one has thought about
c) It truly is first thought. It is not an insight. Ideas come from insights. What is the insight here? How did the presentation to client go? Maybe:

"So, client, we've examined your product and closely studied your target market, and using our top notch methods we have identified and isolated one key truism that none of your other competitors could possibly claim"
"I'm intrigued"
"People would DIE for your ice cream"

And so cometh the genesis of an awful advert.

Unless there's some brilliant tactical thing I'm missing here, like someone in Italy got murdered in an ice-cream parlour or something?

The end.

Activity Score 1423
U.'s picture

"b) there is a huuuuge 'death from obesity' message that clearly no-one has thought about" - haha, that's really crazy - this is an insight!

Activity Score 6
mdb1974's picture

And so cometh the genesis of an awful comment. The ad may not be great, but this comments literalistic idiocy steals the show.

Activity Score 407
Art Director
bate_palmas's picture

Not "literary" idiocy by any chance?

But you're right. When having a rant one should be more eloquent.

Activity Score 1423
CasP's picture

idea is ok but execution sucks so badly, it kills the entire idea. WRONG WRONG WRONG

Activity Score 157
Chopper's picture

Do you die only for strawberry ice cream?
Is there any hope for lemon?

Activity Score 1013
kleenex's picture

not the best of all ads.

Activity Score 57557
Web Designer/Developer
Kikin's picture

No. Next.

Activity Score 210
Creative Director at Chief of innovation at Performance, Lima Perú |

Think. Then think again.

jackblack's picture

Horrible. Just horrible.

Activity Score 2346
Art Director
DanielAndersonABS's picture

I think the idea is pretty good, playing with the words 'to die for' and the image of red (strawberry?) splatters on a white t-shirt. However, I think it will be more visually pleasing and impressible if the girl was holding an ice cream licking it with more of the red topping smeared all over her mouth? Maybe it will at least have an added sexual appeal to it?

Activity Score 30
Featured Content

Latest Collections