Butter, 3

Agency Network: 
May 2009
Stihl:  Butter, 3


Print advertisement created by DDB, New Zealand for Stihl, within the category: House, Garden.

Advertising Agency: DDB New Zealand
Executive Creative Director: Toby Talbot
Head of Art: Mike Davison
Art Director: Matthias May
Photographer: Chris Lewis
Copywriter: Steve Ogilvie
Butter sculptures: Tim Aspinall
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Highest Rated

Guest's picture

How can you say it´s a good concept without knowing it was butter?

Guest's picture

nice art, good concept, but I didn't know it was butter.

copywriter.txt's picture

Done before:
Shame on you, DDB. Even the same packshot!

Activity Score 828
Guest's picture

This is a toally different concept... of the ad you posted the link of.
this says: everything what is hard will feel as soft as butter when you use it. Old concept, when you ask me...
the one you posted says: the normal things you drill (metal, concrete,...) look like cheese when you drill them right. so the joke, that the drill comes from switzerland.

that are two different concepts. there is no shame...
think before you write.

Guest's picture

How can you say it´s a good concept without knowing it was butter?

gmint7's picture

if i didn't read the ad title, i might not know too.
but i like it a lot.

Activity Score 2675
Art Director at ad grad @ S Francisco |


Antoine.D's picture

already done but with cheese.

Activity Score 77
Art Director at None
Audrius Kubrik's picture

All's fine. Almost. Except... It doesn't look like butter (to me) until I read "butter" in the title. And (especially) this one looks like a sponge. So I think it was a mistake, an idea wasted, without the line referring to butter.

Audrius Kubrik
Activity Score 828
Guest's picture

Do we really think this is good? I'm not trying to be otherwise, but seriously. It's just a rather boring visual metaphor. Repeated three times.

clairec's picture

I really love the creative from New Zealand.


Activity Score 256
chinaski's picture
Activity Score 951
Audrius Kubrik's picture

Sorry, but it's not. These ideas only look similar. Intertool is saying that these drills are Swiss (and they can play with the concrete like it were cheese.) Stihl is saying, Cuts anything like the butter.

Audrius Kubrik
Activity Score 828
Guest's picture

It´s so simple and it hasnt been done before. It will win something.

john ler's picture

A butter award ?

john ler
Activity Score 665
Creative Director at Euro RSCG Casablanca, Morocco
Guest's picture

diet butter

Guest's picture

Just feels old.

sirvan's picture

There are ways to make this look more like butter... put the little wax wrapper under it, etc. But as-is, it just doesn't look like butter at all.

Activity Score 29860


"I love some things, and don't love some other things."

Wordnerd's picture

good point. but then maybe it looks just like butter. they however wish to show stone soft like butter. there are ideas that work in your head but not on paper. i got the feeling this is one of them

Activity Score 6692
Gualcor's picture

It happened to me. I saw the ad and thought at first it was cheese because of the holes. Then I read the comments, then the title... I hope they put the title in the media where they post it, otherwise... FAIL!

Activity Score 978

Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.

Guest's picture

Nice art ?
I don't think so.
but the idea works. but not so good.

MangoBomb's picture

I worked on the Stihl USA account for seven years. Getting creative like this by those guys would have been impossible. The US gets their hand smacked by Germany anytime they stray from the corporate standards, not to mention legal's input. " You can't use our equipment on butter. Do you want us to get sued?" I was told, "we are not Madonna, we are more like Barbara Streisand." Enough said. It seems that France and New Zealand never get any push back from Waiblingen. Nice concept, but at first I didn't know it was butter either. Looks like a brick spray painted yellow. At least DDB is getting something through with these guys.

Activity Score 4
Creative Director at Seventh Point Advertising and Public Relations
Emran Hayat's picture

for the 1st i thought its a cheese... than after 1st comment it made me clear its a butter... agreed with a copywriter.txt ... again selling the old concept. same layout. but still its a gr8 idea

Emran Hayat
Activity Score 832
Art Director at IAL Saatchi & Saatchi |

Creativity is a natural extension of our enthusiasm

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