Agency Network: 
Published/Aired: 
May 2009
High5:  Soft
High5 Print Ad -  Soft

Description

Print advertisement created by JWT, Malaysia for High5, within the category: Food.

Advertising Agency: JWT, Kuala Lumpur, Malaysia
Photography Studio: Character Studio, Kuala Lumpur
Executive Creative Director: Edwin Leong
Art Director: Angie Sim
Account Executives: Nicole Tan, Leon Tang, Lian Ju Han
Copywriter: May Yong
Photographer: Boon Chee Fuy
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Guest's picture

why? WHY? is most bread in KL stale?

Guest
Guest's picture

I think it's more about the bread being so soft that it can squeeze through the bars

Guest
everartz's picture

i dont see fun in this ad since they are trying to show some extra softness for the bread, but it will the viewer who will say" : huh! how is the kid gonna get it", in other words the ad could have been a lot funnier than this one.

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

So only funny ads are the best ads? Still, this won a CLIO 2009.

Guest
Guest's picture

i don´t believe you, really?

Guest
Guest's picture

I think it's cleaver. It's not complicated and it made me feel smart because I got the clue right away.
nice little Chalenge + nice idea + nice direction = feel good:)

Guest
Guest's picture

got the ad right away. but is most bread in KL hard that they need to sell the ungroundbreaking benefit of softness? and saying it won a clio doesn't mean much in the U.S. market as it did 15 years ago, maybe more so worldwide?

Guest
Guest's picture

There are lots of unnecessary items, which prevents focus on main point. Green box, other bread packages, distributor men etc. I think it just should be consist of a hand, a bread package and the little guy.

Guest
Guest's picture

had to think hard, to get the point. waste of my time.

Guest
Guest's picture

Great idea but really ugly and depressing ad.

Guest
Chench's picture

I got it right away but wasn't sure if 'softness' was the message they wanted to convey. Good for them for winning an award for it but did it sell more bread?

Chench
Activity Score 38
Marketing Manager
grugee822's picture

lol...soft even it can be squize in that that? the idea is there but it make people hard to understand

grugee822
Activity Score 475
practical student |

pd

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