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Agency Network: 
Published/Aired: 
November 2008
Zero-calorie Print Ad -  Guy

Also From This Campaign 2

Description

Print advertisement created by Ogilvy, South Korea for Zero-calorie, within the category: Food.

Caption

Eat more.

Advertising Agency: Diamond Ogilvy, Seoul, Korea
Creative Directors: Justin Huh, Junho Jang
Art Directors: Hyunjun Choi, Heejung Choi, Sungho Bae, Yoori Ahn
Copywriter: Yunna Lee
Photographer: Yunhee Choi
Chief Creative Officer: Wain Choi
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Guest's picture

what does the product do?first look at it & it gives the impression that this is something for flatulence..but ZERO CALORIES!!!!!not happening!

Guest
Wadih A3's picture

mmm.... eating the product, my stomach will look like jelly?

don't like it

Wadih A3
Activity Score 256
Copywriter at publicitas/publicis/saatchi & saatchi
Guest's picture

it doesn't make me wonna eat more. quite the opposite.

Guest
Guest's picture

I think its the opposite way of communicating this 0% calories products. We are used to see that everything becomes slimmer, the coke or pepsi bottle, with sweeteners, etc but in this case I believe the thinking would be something like "Ok, we provide a tasty beverage with 0% calories but that wont make you slim or beautiful, remember you have to eat as well and make exercise" I don't like the execution but i do like the thinking (if its the one I believe it is).

Nicolas
Argentina

Guest
Guest's picture

Shouldnt it be an instant read? Theres too much speculation going on. the message is lost.

Guest
monicamexico's picture

This product makes you feel bloated and fat?

monicamexico
Activity Score 830
Guest's picture

WoW !it's great.

Guest
Guest's picture

No its not great, 0% calories seems unlikely to relate to a bloated belly. Since its see-thru, i suppose the drink helps open up ones appetite, which is where the 'Eat More' comes in.

Guest
Guest's picture

WTF.

Guest
Guest's picture

I love it, another good idea which makes me think- "Why dint it occur to me first..."

Guest
Guest's picture

wow~ mr.bae!! I`m your fan.
I love so much~ anlalyst seo

Guest
Guest's picture

WOW Mr.bae I,m your fan.
I love so much. sexy hoon

Guest
Guest's picture

dont get it?? Bloated??

Guest
capywriter's picture

I propose this agency and the previous one in Ecuador (see hot dog ad) exchange their headlines or visual:

- These balloon bellies would be good to illustrate gas stuck in your stomach.

- A hot dog made of balloons must be quite 'light', having less calories... so I could 'eat more'

Not resulting in the best ads ever seen, but better than these are now...

capywriter
Activity Score 5512
Copywriter at Freelance
Guest's picture

Eating low calorie food has helped me lose a lot of weight.

Guest
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