Milky Way: Seatbelt

Advertising Agency: BBDO New York, USA
Art Directors: Melissa Hutton, Frank Anselmo
Copywriter: Duc Nguyen
Creative Directors: Scott Kaplan, Tom Kraemer
Executive Creative Director: Greg Hahn
Chief Creative Officers: David Lubars, Bill Bruce

50 comments

petek's picture
petek
1894 pencils

Isn´t stretchy caramel Mars?

maashookshee's picture
maashookshee
414 pencils

SMART ONE RESPECT..

Guest's picture
Guest

nice

jdog's picture
jdog
58 pencils

Very cool!

fotdot's picture
fotdot
673 pencils

photoshop mess. Sorry.

Guest's picture
Guest

Fake!!! Milky way does not have any caramel in it... Unless this is a new product they are making. Cool idea anyway.

Guest's picture
Guest
Guest's picture
Guest

Absolutely nice. Guys, forget the jealous above.

Guest's picture
Guest

I should know, because I eat this stuff all the time, but Milky Way does NOT have stretchy caramel inside! Sell this fake idea to Twix instead.

Guest's picture
Guest

You might be thinking of Three Musketeers, which does not have caramel. Milky Way has caramel, indeed.

Guest's picture
Guest

You must be one stupid idiot if you don't even know what your eating.

Guest's picture
Guest

Who wears a seat belt in a taxi cab?

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

Probably nobody. Not here in New York City.

nemesis's picture
nemesis
761 pencils

what did the copywriter do exactly?

slowrider's picture
slowrider
648 pencils

perhaps he`s got the idea - so its ok

one should not take life so seriously - as one will not come out of it alive.

Guest's picture
Guest

what do you know about work in creative department exactly?

Guest's picture
Guest

Last time I checked, copywriters don't just write radio spots & stacks of body copy.
Are you kidding me? Both Art Directors & Copywriters in advertising come up with ideas.
you're clearly not in the business.

NomadDCLXVI's picture
NomadDCLXVI
443 pencils

are you kidding?
you really think that copywriters just write headlines and body copies?
then you should meet one

dclxvi

Guest's picture
Guest

clearly you have no idea how people come up with ideas. art director and writer in room come up with stuff together. just because there are no words doesn't mean anything

Dungy's picture
Dungy
15 pencils

Cannes

Guest's picture
Guest

This stupid idea only works when a car has a belt with that color.

Guest's picture
Guest

My mistake, I did not notice this was put on a cab.

Guest's picture
Guest

Shouldn't there be another strap on it, like by the waist? I've never seen a one strap diagonal seatbelt before. I guess they also invented a new type of seatbelt.

Guest's picture
Guest

Wow this is really great!
How smart to use the caramel of the product.
Perfect!

adsadsads's picture
adsadsads
130 pencils

I agree guest. Never seen anything like this done before.
Phenomenal!

Guest's picture
Guest

I'm with Dungy. Cannes Lion without a doubt.

theinspector's picture
theinspector
121 pencils

I like the movie theater version too. Fun.

Reaktiv's picture
Reaktiv
6 pencils

Very good! Cannes

adsrule's picture
adsrule
181 pencils

One Show Gold all the way.

Guest's picture
Guest

Hilarious. I cracked up. LOL great.

jackmoore257's picture
jackmoore257
203 pencils

I agree. This will clean up at the shows this year.
Finally an ambient idea that says something about the product.
Perfectly executed too. I'm jealous and I want to kill you:)

ajayyadavpro's picture
ajayyadavpro
9 pencils

very nice

anotheropinion's picture
anotheropinion
132 pencils

Soooooooooooooooo Greaaaaaaaaaaaaaaaaat!

hal9000's picture
hal9000
192 pencils

Very clever. A+

Guest's picture
Guest

AWESOME! I want a Milky Way right now.

doubleoseven's picture
doubleoseven
106 pencils

Very well done.

Guest's picture
Guest

That's bloody fantastic. Cheers!

Guest's picture
Guest

looks like the earnest little employees from this agency have not been following the rules of posting on this site ...
not sure what's worse - the ad - or the self-praise.

Guest's picture
Guest

I'm with the majority on this one. This is pretty damn innovative.

Guest's picture
Guest

if this never ran and wasn't approved by the client, then this should win jack shit. it's not advertising if the client doesn't approve it.

sirvan's picture
sirvan
29870 pencils

How right you are... and you know they're entering this into shows because of the production value. As an industry we should stand up against this cheating crap. Many award shows have a "concept" category, so enter it there. But don't pretend it ran when it didn't. And running once, in Iowa at 2am doesn't count either.

+++

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

Guest's picture
Guest

I read an article in adage about this. It did indeed run.
People have to stop yelling fake at stuff that's legit.
This is darn good.

Guest's picture
Guest

LOL great!

Guest's picture
Guest

great idea!

capywriter's picture
capywriter
5511 pencils

now that's one sticky seat belt

- adsactly! -

Guest's picture
Guest

GREAT

Guest's picture
Guest

Frank Anselmo is the shiznit!

ad6426's picture
ad6426
103 pencils

Awesome! It would have been better if it looked more realistic though.

somecopywriter's picture
somecopywriter
1107 pencils

Love it!

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