L'universe de Chocolat: Funny Baby, 4

Chocolate with whisky.

Advertising Agency: Dentsu, São Paulo, Brazil
Vice President: Niki Tsuji
Executive Creative Directors: Felipe Cama, Alexandre Lucas
Creative Directors: Felipe Cama, Alexandre Lucas
Art Director: Adriano Alarcon
Planner: Flavia Faust
Producer: Ricardo Lopez
Art Buyer: Ana Luiza Rodrigues
Photographers: Rogerio Miranda
Account Managers: Fabio Britto, Tiago Lara
Advertiser's Supervisor: Nicolas Galland

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41 comments

Bianconiglio's picture
Bianconiglio
406 pencils

I don't think using kids for this ad is a good idea.

I would have used seniors.

mikeelrapido's picture
mikeelrapido
1929 pencils

I agree, alcohol and children it's not to good connection..

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bubur's picture
bubur
38 pencils

Maybe, he is Elvis?
And next pictures are Sid Vicious, Cobain, and Madonna? :D

Wassalam,
Bur!

Hidom's picture
Hidom
66 pencils

+1

Hiperion's picture
Hiperion
3138 pencils

It´s the same thing bianconiglio. The only difference is seniors earns a little bit than kid.

Dzsoi's picture
Dzsoi
5269 pencils

A small but inapproriate idea really entrusted to the photographers. Good job. I mean the photography.

Guest's picture
Guest

stupid approach !!!!!

Guest's picture
Guest

Is this a Cannes short list ??? hope not!!!!

ivan's picture
ivan

It's a winner as far as I know.

Ivan Raszl, admin of AotW

atb2005's picture
atb2005
13567 pencils

I like it. I find nothing inappropriate here. It's inappropriate if people are once again taking advertising (too) seriously. The babies are cute and have these hilarious expressions. That's all that matters. No one is suggesting that parents should give their kids some alcohol to, say, quiet them down.. Btw, this won Gold at Cannes Lions 2010.

matks's picture
matks
475 pencils

...and unlike some other entries, this fully deserved the award. The kid's pictures are really great and done with such a sense of moment. They're real which is a rare thing these days.

jponino's picture
jponino
601 pencils

I think the idea is great, maybe the world need to put off the bottle they have in their ass...
I understand why sometimes adverts are completly out of the point, but here, men..
don't tell me you haven't laugh about this one ! if this one's too "hard" for you, stop being creatives

the_guest's picture
the_guest
175 pencils

I agree with you both. This is funny, no need to get worried about baby alcoholics here. Damn, a police state has really gotten into our own minds!

Dzsoi's picture
Dzsoi
5269 pencils

I think agressively intolerating others' opinions is stronger reason to stop being creatives than anything else. Have you seen Meet the Fockers? This is not the first time someone come up with drunk kids... except for the excellent photography, nothing extra is added. As an ad, what is the 'great idea' here? Substituting adults for kids for the cuteness-factor? The insight that an alcoholic cholocate makes you sleepy, dizzy? I fail to notice the genious thought here...

atb2005's picture
atb2005
13567 pencils

No one is implying that there is a "genius thought" here. This is different, however, in its category. Also, if you don't find it just a little (I said a little) funny or amusing, then - I'm sorry to say this - there is something wrong with you (I don't mean you in particular, Dzsoi. I speak in general). I think advertising is subjective. You can't please everyone. And what's wrong with the cuteness factor? Babies are cute, and they are generally adored by everyone. Also, you tend to read too much into what you are seeing (I've noticed that a lot of people do that, so it's not just you). You are saying the "insight that an alcoholic chocolate makes you sleepy...". They are not trying to communicate that "benefit" (if you can call that a benefit). No, these chocolates would not make you feel sleepy or dizzy, but in what other manner can you visually communicate the "alcohol" element here? The only way to do it is to show someone who looks inebriated, and they went for babies. I don't think the choice of seniors or adults would have been better. Finally, I am aware of cultural differences. What may seem funny or acceptable in one part of the world may not seem funny or acceptable in another.

Dzsoi's picture
Dzsoi
5269 pencils

Okay, I won't read too much into this - but if this ad is intended to be just a cute joke, it should be more original to earn my respect as an advertisement. It made me smile, and I say thanks for that smile to the photographer and the kid model, not to the creative team. As someone said: it is just a cute photo, that's all.
And one more thing: "The only way to do it is to show someone who looks inebriated." There is no such thing in advertising as "only way". And no, I won't come up with any other ways until I got hired for this job ;) Moreover if you think this is the only way to do it, how could it possibly be different in its category? Have you seen many ads selling alcoholic chocolates? I admit I haven't.

jponino's picture
jponino
601 pencils

thanks atb2005 !! ;)

sirvan's picture
sirvan
29870 pencils

This has to be SCAM.

+++

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

Emanresu's picture
Emanresu
2150 pencils

Get rid of the logo, food shot, colored bar, web address and headline and these are some cute photos. As for selling chocolate with whiskey, I am dumbfounded as to how this would run.

marcredo's picture
marcredo
76 pencils

it's a joke. I agree there is no great idea here. but honestly: this ad is amusing, and the message is quite clear. and in this case this is enough...

adamr's picture
adamr
98 pencils

in czech republic this would be ilegal

Guest's picture
Guest

This should be ilegal every were... and if it's a joke is a very bad one.

sorgin's picture
sorgin
18 pencils

It's funny, lovely kids ^-^

“El valor de las cosas no está en el tiempo que duran, sino en la intensidad con que suceden. Por eso existen momentos inolvidables, cosas inexplicables y personas incomparables.”

LisaEve's picture
LisaEve
11 pencils

on the fence... inappropriate yet (admit it) funny, memorable

Corbeen's picture
Corbeen
1070 pencils

It smells like a jury proposal. it goes in the list of cannes scams.

Guest's picture
Guest

Elvis..?

cef's picture
cef
547 pencils

its a funny one, however child and alcohol shouldnt be under the same title...

jackmoore257's picture
jackmoore257
203 pencils

Really funny. I know people will get offended that they're kids.
But who cares. Funny!

Guest's picture
Guest

Ghost.
Website doesn't exist.
Shame.
Cannes give gold lion for a ghost.

Guest's picture
Guest

What do you mean by "Website doesn't exist."?
I just checked and it's on air.

Guest's picture
Guest

Envy kills slowly, don't you know? And, by the way, take some English lessons, twat.

Guest's picture
Guest

Hilarious!

Guest's picture
Guest

4 tumbs up, opssssss, sorry I'm drunk, actually are 2, hehehehehe

Guest's picture
Guest

as art director I can say: this work is amazing, or do you think the photo came ready. Congratulation for the idea and more for the art and manipulation

Guest's picture
Guest

Brilliant, should be GP

Guest's picture
Guest

I just checked the website and is on, and girls check the Le Chef pict… Galland, don't you wanna cock in my chicken?

Guest's picture
Guest

hellllllllloooooooooooo, they're not drunk, they're are sleepy, come on, it's just a very nice joke, actually a very smart idea, few alcohol just makes drunk small people.

Guest's picture
Guest

if this is the effect of this snack on kids, i wouldn't allow my kids near them, abusive sweetness... this ad will pass for creativity but not for public use.

matks's picture
matks
475 pencils

I can't stand this! A cannes lion not for a public use? Great, funny, eye catching ad for adults shouldn't be publish because of what? Kids or families that could be affected? In what fucking why, I wonder. It's just a nice, innocent advertising joke told in a very interesting, funny way. You can't take ads so literally.

Corbeen's picture
Corbeen
1070 pencils

Oh, Matks.. you have a term such as innocent advertising? this ad is bollocks, the idea is old joke for the people who dont drink. They might even get drunk form a chocolate.
And this joke is here well prepeared for advertising fairs , cheap ones such as cannes turn out to be. Its cliche , pure cliche for prize hunting. Who knows what happened in the heads of this jury thinking of how brave this idea is. It such a pitty that they don't differentiate bravery from stupidity.

matks's picture
matks
475 pencils

By innocent I meant that there's nothing revolting in these ads. Nothing your family could suffer from. But of course I don't believe it's a regular ad. It's been made for the festival, no doubt. But the vast majority of Cannes entries are prepared just for awards.

Speaking of the joke. Actually, I do appreciate fun in ads, and this one here makes people laugh. And it communicates the benefit. I've seen much cheaper jokes winning

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