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Instant Hot Fries

Campaign
Agency Network: 
Published/Aired: 
June 2008
Heinz:  Instant Hot Fries

Description

Retouching: Yelle@livingroom.be

Print advertisement created by Leo Burnett, Belgium for Heinz, within the category: Food.

Advertising Agency: Leo Burnett Brussels, Belgium
Creative Director: Jean-Paul Lefebvre
Creatives: Alex Gabriëls, Wim Corremans
Photographer: Marc Paeps
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thirty6chambers's picture

Just saw this on another site yesterday. Pretty cool stuff. I'm just glad it wasn't another sauce drip that looks like a tongue.

thirty6chambers
Activity Score 1464
Art Director
Jet Propulsion Lab's picture

Personally I don't find this cool at all. At least, with those "tongue" ads, I got the message in a split second and actually made me want to try it. The logic seems pretty forced here. It doesn't look inviting visually, and it certainly doesn't seem entertaining conceptually.

Jet Propulsion Lab
Activity Score 10679
Copywriter
ahpitt's picture

ha ... I like this sentence:

"It doesn't look inviting visually, and it certainly doesn't seem entertaining conceptually."

ahpitt
Activity Score 342
Art Director at Art Director
theanc's picture

I agree that visually is not appealing.

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

theanc
Activity Score 2783
Art Director at Grey Brazil |

http://www.augustocorreia.com.br

peterstrange's picture

fresh...

peterstrange
Activity Score 141
Art Director at Hjaltelin, Stahl & CO
ChuckNorris's picture

Finally something fresh for such a played out product.

ChuckNorris
Activity Score 834
Creative Director
Hoffenstaader's picture

spicy ≠ warmth

Hoffenstaader
Activity Score 28
Copywriter
washiam's picture

I agree, confused me

washiam
Activity Score 443
Art Director
brain123's picture

I agree it is a fresh approach for the product, but not a appetising one.

brain123
Activity Score 830
Creative Director at Crea DRAFTFCB
NatalieM's picture

Agreed. It is not appetizing at all, but it is a clever idea.

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

yun siang orangutan's picture

Nah

yun siang orangutan
Activity Score 298
Singapore
That One Guy's picture

The first thing that came to mind was that-- somewhere i was told that ketchup makes anything taste good. But i didn't see the HOT placed on the label. So what is it?

That One Guy
Activity Score 266
University of Houston
A.G. Pennypacker's picture

I've been looking at these all day trying to decide if I dig 'em or not and if I'm being honest with myself –– I'm not a fan. I wanna like them but the thinking here is a bit off and they are such ugly, unappetizing visuals. Of course I get the joke but the frozen food is turning me off way more than the product is turning me on. I mean for goodness sake, does this really make you even wanna check out the product?

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
1983's picture

it makes me say...ah

1983
Activity Score 148
Copywriter
TASTELIFEBETTER's picture

i got the ad from the comments!!!
you know we people should be paid for explaining the ads to people!!!

TASTELIFEBETTER
Activity Score 120
STUDENT
huzyisundead's picture

totally agree.. we could be rich

huzyisundead
Activity Score 107
Copywriter
thirty6chambers's picture

you needed an explanation? are instructions printed on your rolls of toilet paper?

thirty6chambers
Activity Score 1464
Art Director
liar's picture

it's just a play with the word 'hot'.

liar
Activity Score 384
Other
McBain5000's picture

FSC = Five second concept....zzzzz

McBain5000
Activity Score 115
n/a
Rekker's picture

I like it a lot
this one works better than the others...
I understood it rightaway

Rekker
Activity Score 123
creative |

Say no more...

Heads's picture

It's pretty good 7/10.

Heads
Activity Score 194
Copywriter |

_____

contact_heads@web.de
_____

martinniens's picture

Nice. . .

martinniens
Activity Score 4
Fontys Hogeschool Communicatie / TCC Stage |

Think peanuts. . .

Slashweasel's picture

spicy ketchup -> therefore it makes food really hot -> therefore you must freeze food so the ketchup doesn't burn it/ so the ketchup doesn't burn your tongue

Sheez, what a complicated idea

Slashweasel
Activity Score 104
Copywriter
ADtention's picture

Just Hot Ketchup that is so hot it defreezes frozen food...
You're making it too complicated :-)

ADtention
Activity Score 4
Student EhB |

AD!tention

Umberto Vonspiel's picture

Really original and nice! 7/10!
----

Umberto Vonspiel
Activity Score 81
Euro RSCG 360 |

http://www.umbertovonspiel.com/ - Let's work together and do many great things !

nomienick's picture

awesome- but you just know someone's actually gonna go and give themselves food poisoning after this one - then onto the small claims court!

nomienick
Activity Score 44
Graphic Designer
andré ™'s picture

cool and fresh concept, but also very poor art direction.

andré ™
Activity Score 144
Creative Director at Art Director |

and... andre navas | design

maddoxx's picture

good approach for hot ketchup

maddoxx
Activity Score 73
Art Director |

maddoxx

salvarredy's picture

Nice art direction, nice photos, nice campaign, really works for me.

salvarredy
Activity Score 354
Photographer at Juan Salvarredy Photographer / Aloha Photo School |

SALVA.

www.juansalvarredy.com
http://www.containerone.info
http://thelift.tv/spain

phoamcor's picture

Spicy does not = heat.

Fail.

phoamcor
Activity Score 1284
thirty6chambers's picture

it's called imagination and metaphors. you fail for being stupid.

thirty6chambers
Activity Score 1464
Art Director
weedtweed's picture

doesnt quite work for me though.

weedtweed
Activity Score 62
Other
phoamcor's picture

You must know the simpletons who came up with this turd, which, ironically, is a proper metaphor.

phoamcor
Activity Score 1284
jmscarane's picture

At least it's a change from seeing things "scorched" by hot food products.

jmscarane
Activity Score 48
jessesg5's picture

the label doesnt say "Spicey" Ketchup it says Hot Ketchup. works for me

jessesg5
Activity Score 6
Art Director at Zig Inc.
Jet Propulsion Lab's picture

Yeah, I hear you. Because if it were a "spicy" kind, it would definitely be labled as such. I just wonder what this ketchup tastes like really... Does it taste JUST LIKE any other ketchup? Then what's the point of advertising, right? Could it be a little lemony? Or perhaps it's hickory smoked. Hey, you know what I think? I think this ketchup tastes like bubble gum, only it's very, VERY warm... What do you think???

Jet Propulsion Lab
Activity Score 10679
Copywriter
thirty6chambers's picture

okay so maybe it's a cultural difference and those who don't get it live in remote mountain villages on an asteroid passing Earth. However, i've always seen hot spicy food be associated with images of fire. Just about every spicy food product I've encountered has pictures of flames in the background.

thirty6chambers
Activity Score 1464
Art Director
copywriter.txt's picture

Some of you guys are way too literal.
If Spike Jonze e Charlie Kaufman act like this, Being John Malkovich had be the worst movie ever.
Picasso don't painted Guernica with literal thinking.
Even the Think Different slogan for Apple will be Think Differently.
I like this. It's very clear and clever to me.

copywriter.txt
Activity Score 828
Copywriter
LeeMoh's picture

Surprising fresh concept for this advertising-killed category… that is good.

But I think a tasty-looking salad mixed with ice cubes would have improved the impact and illuminated the shudder caused by unappetizing raw frozen food.

In general I like one-shot concepts. They always quench my thirst for strong impact.

LeeMoh
Activity Score 424
weedtweed's picture

yawn. so now i can fix up frozen food with a spicy ketchup?

PS. spicy hot is NOT temperature hot.

weedtweed
Activity Score 62
Other
LeeMoh's picture

looool.. I don’t understand how those whose the problem is “Hot means spicy not warm” work in advertising!

LeeMoh
Activity Score 424
Omikron's picture

Apart from the spicy hot/temperature hot issue, I believe the logic is broken by their own terms.

The ads should be about (spicy) hot food frozen that would imply compared to the ketchup they feel cold (not spicy).

An image of frozen chili would work for me.

Omikron
Activity Score 6
mishkaa's picture

too forced.....

mishkaa
Activity Score 296
creativemonkey's picture

It actually won at Cannes... I'm probably an older fart than I thought, since I too subscribe to the spicy ≠ warmth school in advertising.

creativemonkey
Activity Score 21
Copywriter at Charities |

The best ideas come in one size: big!

samjhana's picture

ye, it won the award, which would be suprising for people who made comment critical way. we should have regarded it just simply.

samjhana
Activity Score 4
Korean digital AD agency
wizdumtuth's picture
wizdumtuth
Activity Score 4
deacotrim's picture

Heinz can do that! Great.

deacotrim
Activity Score 75
Art Director at Miami Ad School |

andrea cotrim
www.andreacotrim.com

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