Agency Network: 
May 2008
Haatz Print Ad -  Smoke


Print advertisement created by Ogilvy, South Korea for Haatz, 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
Log in or register to post comments
Davosk's picture

The only thing spoiling this is the obvious cloning of the windows and markings on the wall around them. Really, an extra 10 minutes of photoshop work and this would be very good.

Activity Score 4813
Art Director
Andy-B's picture

ag! please man! no one look at such detail...

Activity Score 280
Ogilvy, Johannesburg, South Africa
Davosk's picture

Are you serious, on this site people are looking with a microscope, especially art directors. I quite like the ad though.

Activity Score 4813
Art Director
theanc's picture

They're all looking for a problem. But the major problem is: it's not their ad.


Activity Score 2783
Art Director at NBS / Dentsu Aegis Network |

Bundy Agency's picture

This is a great ad, and you're right i wish it was my great ad.
unfortunately it looks amateurish because of the obvious copy/paste efforts of the art director.

the idea is great though

Bundy Agency
Activity Score 597
Art Director
CharlieR's picture

i like it at first sight. at the same time i noticed the cloned walld and windows. sorry.

Activity Score 92
sleeveen78's picture

I initially thought the same thing, but realized this could also be an artifact from construction. For all I know, it could be some special style of Korean architecture. That's what I'm telling myself, anyway.

Activity Score 22
Andy-B's picture

I thought it was a dead rat

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

why should i buy this again? ad just isn't working.

Activity Score 1857
Nolan's picture

wow! :) great work!

Activity Score 189
SeanMartin's picture

The obvious cloning aside, it's a pretty decent ad. Good work.

stitchy's picture


Activity Score 779
creative design
omareduardo777's picture

Davosk is so right, if the smoke is thaat good, why just cloning the wall? (stamp tool, know it? jjaja (kidding) good ad.

Activity Score 27
keddy's picture I the only one who didn't understand this ad?

Activity Score 124
Copywriter at |

picopalqlea's picture

i didnt get it!!

Activity Score 999
virtualplaydoh's picture

DOn't think it's that hard to get when you blow it up and read the copy. It's for a range hood that takes in smoke. Don't know how many people seriously buy these things that you need to advertise for it. But i think it's an interesting execution if you do.

Activity Score 252
sneakyhands's picture

i got it, it was just dumb.

Activity Score 1857
C1's picture

Great idea. Execution could have been a little tighter (the cloning of the wall etc), but overall very good for a not so exciting product. Well Done.

Activity Score 2
Belong Group
virtualplaydoh's picture

that's a nice. How do you make this a campaign?

Activity Score 252
Psycho Pirate's picture

Just a note. I found out the hard way that sometimes, details like the ones pointed out by earlier comments here can make all the difference to award juries.

Idea and execution can be betrayed by sloppy work. Things that might not be obvious at first glance, will be glaringly obvious once it's on a wall next to thousands of other, better crafted entries.

It might be a nice ad, striking and clear. It can definitely get consumers' attentions.
Now to take it to the next level, it might be worth sitting down and addressing the comments mentioned here and maybe trying to run the ad again.

A couple of extra hours on Photoshop might do wonders.

Psycho Pirate
Activity Score 68
Creative Director
AD Kevin's picture

Great idea. Art work, Simple idea! good job. Wow~

AD Kevin
Activity Score 4
gbl's picture

love the idea. could have a better execution.

Activity Score 451
zzell's picture

wow. good visual direction~

good job man-

Activity Score 9
artdirector |

Hi. Nice to meet you.

rajjainindore's picture

d idea is gud..but d ad doesnt giv direct hint of it....and ultimately fails coz of weak execution..

Activity Score 14
Graphic Designer
dthlb72's picture

What more do you expect... this is not diamond ad. No need deep thinking.
simple & nice good already.

Activity Score 545
Art Director, ADK Malaysia
Javier Ramírez's picture

Creo que es una manera visual simple, pero que cumple con comunicar el beneficio principal del producto: potencia.

Javier Ramírez
Activity Score 1243
Creative Director at Nexus BBDO |

Chief Creative Director Nexus BBDO

luisrivera11's picture

the art work its nice

Activity Score 469
COBESA / Mónica Herrera
wasuntitled's picture

All I have to say is Its a brilliant Idea but if the art director could spend some time on Photoshop it would have been brilliant too.

Activity Score 30
7th Frontier-Designer |


godma's picture

well i like d feel of the ad, but i don't know if d window that sucks in the smoke is the product or is it inside that particular flat. people, where's the product?

Activity Score 6
art director
act's picture

wow that's one reason i should get this product and it's also what i have been waiting for since moving into the apartment, help my neighbor suck in the fire smoke.

Activity Score 535
Art Director
act's picture

anyway how about this as a campaign with different products?

firstly you have the blind cat in the kitchen with the fish bowl, it was so blind it knocks off something that causes the fire. now you have this ad. can we help ogilvy and mather here to come up with a 3rd installment?

Activity Score 535
Art Director
slip's picture

Duplication makes me sick. Love :) the ad!

Activity Score 919
designer |


NomadDCLXVI's picture

interesting idea, but I don't think that it is good ad.

Activity Score 441
Creative Director |


sleeveen78's picture

Might've been better with just a couple windows.

Activity Score 22