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Beef

Campaign
Agency Network: 
Published/Aired: 
March 2009

Description

Print advertisement created by Publicis, Romania for Martini, within the category: Alcoholic Drinks.

Caption

Makes food that easy

Advertising Agency: Publicis Romania, Bucharest
Creative Director: Razvan Capanescu
Art Director: Cristian Costea
Copywriter: Carmen Dobrescu, Mihai Ion
Illustrator: Sorin Sorasan
Media Buyer: Arsena Dragoi
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Guest's picture

female imagery = easy?

Guest
DarkSide's picture

Her hand is a Penis

DarkSide
Activity Score 1066
Other
Ad_Man's picture

Hahaha!
Is it right to call it her?

Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Guest's picture

can't u see the B00Bs man?

Guest
Notorious's picture

im crackin'

Notorious
Activity Score 666
Other at Freeman Advertising |

outsmart me, if you can

whitespace's picture

you, sir, are a genius.

whitespace
Activity Score 1953
Creative Director
Guest's picture

Yeah, I agree totally... Ha ha.

However the illustration is good (well, except for the penis looking hand), though I don't really get the concept with the copy.
Can someone explain? Or is it "Lost in translation"? Might be.

Guest
theadversary's picture

I think it has something to do with "easy" also meaning "sleazy" in Romanian.

Still, just by delivering a female image, you automatically think you communicate "sleazy"? Me thinks naught.

theadversary
Activity Score 30
tirthomitro's picture

shit! awfully done stuff!
i am never gonna' buy whatever's they r selling (btw,
can anybody tell me what is it that these people are trying 2 sell???)

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

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

Jon-Paul Mountford's picture

Putting aside the horrible exicution, am I the only one to find these disturbing?

Jon-Paul Mountford
Activity Score 890
Photographer |

www.jpmountford.com

Dev Kumar's picture

Juvenile art. Copy looks clean though.

Dev Kumar
Activity Score 834
Copywriter at Mumbai
Davosk's picture

I don't get the association with food and 'Martini'. Wine, I would understand but not this.
Also the illustration style isn't working for this imo.
Idea - 3/10

Davosk
Activity Score 4813
Art Director
dreamtree's picture

The hand is not 'that' part of the male anatomy - as - the brand 'tries' to put food and sex together, namely 'getting beef [hence a hooker looking like a cow!] as easy as an 'easy' hooker'!!!! - this should have been simpler, the concept gets too confusing.

dreamtree
Activity Score 12
Guest's picture

it's bitter!! it's a digestive. at least that's what i understand. so...after u have beef u can have a martini bitter for a good digestion. at least that's what the copy says. now...from this, to linking easy....with a hooker..i don-t know what synapses i-m missing, but i can not find the link

Guest
Guest's picture

sick mind..... I LOVE IT

Guest
silvi's picture

Si es un digestivo está bien la idea. Si no es un digestivo no le veo el sentido.

silvi
Activity Score 4172
Copywriter
A stranger abroad's picture

So **** your food before eating it? Ahh those whacky Romanians.

I thought Martini had started producing a tomato sauce for a moment.

A stranger abroad
Activity Score 427
Copywriter at Singapore
Guest's picture

It's a digestive.
That's why I think it's a very nice idea, playing with the double meaning of "easy" (light and light morality). Love it :)!
For the rest of the comments - guys, if you don't know the meanings of "easy" and don't know what a bitter (digestive) is, better refrain from comments.

Guest
Guest's picture

can you explain about the "easy" meaning.I'm not the native speakers of English! THX!

Guest
Guest's picture

It's a digestive.
That's why I think it's a very nice idea, playing with the double meaning of "easy" (light and light morality). Love it :)!
For the rest of the comments - guys, if you don't know the meanings of "easy" and don't know what a bitter (digestive) is, better refrain from comments.

Guest
seniorcutterplotter's picture

It's a digestive.
That's why I think it's a very nice idea, playing with the double meaning of "easy" (light and light morality). Love it :)!
For the rest of the comments - guys, if you don't know the meanings of "easy" and don't know what a bitter (digestive) is, better refrain from comments.

seniorcutterplotter
Activity Score 112
Creative Director at Leo Burnett
Guest's picture

Simply put, it is a drink that gives you the easy feeling of having any food you like with it, minus the fear of not liking the food.

Guest
louie_wang's picture

sexy?

louie_wang
Activity Score 160
Art director in linksus,china /Central Artistic university
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