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burnhard's picture

unexpected for sure.

Activity Score 395
Art Director at BBDO Cape Town
the mighty ham's picture

Funny. I bet it achieved zero cheese sales, but still funny.

The line needs work - very clumsy.

the mighty ham
Activity Score 94
SandMan69's picture

I don't know a great deal about cheese. What's the idea?

That the cheeses are so smelly they'll keep this boxer conscious?

nice, I'll spread that on some bread right now, then go play in traffic.

Activity Score 3890
Art Director |

Doin' it for the points

rupert james's picture

Scam. No client would buy this.

rupert james
Activity Score 24
Creative Director
kre8's picture

the word 'its' shouldnt be used twice in the same sentence. ever.

Activity Score 989
slim's picture

What about "It's not the size, it's what you do with it that's important"?
Or "It's nothing personal, it's just business"?

Strange ad. Don't you buy cheese for the taste and in spite of the smell. Even the most hardened cheese-lover couldn't possibly enjoy some of those fragrances.

Activity Score 1047
teenie's picture

I think the line has just been lost in translation - the original probably reads more like "You'll recognize a good Camembert by its smell." Either way, it's kind of dull. Does a real Camembert smell so awful it would revive a boxer? We're talking about a rich, double-cream cheese, not one of those cheeses that smells like old socks. I think there's a disconnect here.

Activity Score 1894
Marcos's picture

hell ! you have no idea of how smelly camenbert can be. Figure out a forgoten T-shirt in your bag, which is in it since 2 weeks after an intense squash session. The smell can just kick you out of your shoes. It's a mix of sweat , feet moisture, dead cat and what ever smells. Therefore, the odor could wake a boxer up.
Funny visual consediring this.
I like it.

Activity Score 32
Art Director
addyhoch10's picture

man, what you just described would rather knock me out. like for good.

very unfunny joke. and very atypical for DDB paris!

Activity Score 2592
Art Director
fractalrene's picture

kinda naive, isn't it?

Activity Score 1504
Vicky's picture

Kind of LAME...

Activity Score 375
Creative Director
MarceloG's picture

Horrible. Who would wanna buy this?
In God I trust

Activity Score 820
jorge21's picture

quien compraria un producto que smell bad !!

"Aquí también se opina en español y em português".

Activity Score 307
Copywriter |

Jorge Bryson

Vicky's picture

Pues la verdad si es cierto que hay clases de quesos que mientras más apestan son más ricos, pero debe haber mejores maneras, que esta, de abordar el tema.

En fin, esta bien que el producto apeste, pero no su publicidad.

Activity Score 375
Creative Director
jennywhx's picture

Chinese has a type of food call "smelly-tou-fu" which is very smelly that i usually will keep myself away from it for 10 miles....but, still people love eat.

i have a friend that will turn into green face when smell cheese, just normal cheese that we eat happily.
so i guess, somebody will want to buy this :).

Activity Score 1142
Other | jwhx:Visionary

mrtalented's picture

bad retouch. the boxer and background look very grainy while the guy in the foreground is not.

smelly, cheesy concept.

Activity Score 2171
Creative Director
Menomena's picture

It smells fake

Activity Score 52
credosian's picture

nice 'IDEA'. Bad 'AD'.

end of story.

Activity Score 273
Copywriter at Climb Media |

Be awesome :)

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