Alpika anti-rash cream: Toaster

When baby skin is burning

Advertising Agency: McCann Erickson, Poland
Art directors: Lukasz Kotlinski, Iza Przepiorska-Kotlinska
Copywriters: Iza Przepiorska-Kotlinska, Lukasz Kotlinski
Creative directors: Iwona Kluszczynska, Wojciech Dagiel
Photographer / Illustrator: Lukasz Murgrabia / 76 Management
Project managers: Malgorzata Lastowiecka, Agnieszka Górska

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65 comments

Guest's picture
Guest

This is just wrong and has nothing to do with burning skin.

Colish's picture
Colish
146 pencils

Awesome! Baby sells.

Guest's picture
Guest

Terrible

Olafski001's picture
Olafski001
1193 pencils

not funny, not smart, not well executed, definitely not appealing to young parents (like me)
sorry no good

shortafella's picture
shortafella
1055 pencils

a toasted bread child molester. Now this is pretty sick.

Dzsoi's picture
Dzsoi
5114 pencils

lol, I've never thought I will read this sentence ever. Even bigger surprise: it makes sense! I agree.

Guest's picture
Guest

At first, I thought it's funny.

Guest's picture
Guest

As a parent I have to say it's really, really bad idea.

tzuik's picture
tzuik
104 pencils

Horrible.

elyoshiro's picture
elyoshiro
543 pencils

Bad, very bad

Guest's picture
Guest

O-M-G the baby model´s parents are freakier than the creative...

Guest's picture
Guest

Disturbing. Really disturbing.

Guest's picture
Guest

i smiled when i saw that :)

Roger Keynes's picture
Roger Keynes
5497 pencils

I did worse than that! ;D

7 stars!

Will Think for Salary

Guest's picture
Guest

hahahahaha,m this is really crap

Guest's picture
Guest

Seriously?

Guest's picture
Guest

wrong

Guest's picture
Guest

This ad just won a Golden Drum award. Because it is funny. Take it easy guys.

reasonwhy's picture
reasonwhy
143 pencils

I don't know why, but now i want some Nutella.

Gi_bo's picture
Gi_bo
1385 pencils

This is really bad advertisement.

GiBo

Guest's picture
Guest

Some body needs to go back to the blackboard on this one.

Two things went through my mind when I saw this ad: (1) "Gross, I just ate toast", (2) and this is like some sort of anti-pedophile PSA. Didn't bother to look at the brand, or the product.

Guest's picture
Guest

lighten up everybody!
aren't you being kinda hard on this ad?? it's funny as hell.
I can't remember the last time an ad for anti-rash cream made me giggle.

Hibon's picture
Hibon
3731 pencils

people hate ad's because of this kind of work... from a international agency this is very sad.

Simple ideas are the best !

Guest's picture
Guest

This is great!!! Really funny :-)

Guest's picture
Guest

Really ? you must be the art director!

Guest's picture
Guest

i wisch i've done than. How did your client accept this?

Tagoartwork's picture
Tagoartwork
29 pencils

sorry i don´t like

Guest's picture
Guest

terrible idea!

Guest's picture
Guest

Wonder if the ad guys behind this were inspired by the movie "Don't mess with the Zohan". In one scene, a naked Adam Sandler catches a fish in his butt-crack.

rajesh_keyaar's picture
rajesh_keyaar
236 pencils

i don´t like

Guest's picture
Guest

Eye catchy visual....Not bad

sawantsarthak's picture
sawantsarthak
89 pencils

i THINK this ad will sell product...!!!!

Advertising is the art of making whole lies out of half truths.”

sarthak
mumbai

Girlfireice's picture
Girlfireice
254 pencils

There is an idea there.. but it somehow doesnt go with the product.

Guest's picture
Guest
tzuik's picture
tzuik
104 pencils

... and how did this manage to win a Golden Drum award?? :|

Guest's picture
Guest

it's always a tough crowd on here. a lot of you are really bitter.

fine the ad can use a little work, but criticize constructively. you end up sounding insecure. especially when you sign on as a "guest".

Guest's picture
Guest

Another fine example of how advertising creatives are so focused on what award juries may like that they divorce themselves from consumers and reality.

Guest's picture
Guest

i think it is classic.

Guest's picture
Guest

Perfect ad

tirthomitro's picture
tirthomitro
2696 pencils

guys at the agency - Pls. Smoke Better Stuff

they showed me a picture & i laughed
dignity has never been photographed

himanshu prabhakar's picture
himanshu prabhakar
473 pencils

HAHAH!

Himanshu Prabhakar

Guest's picture
Guest

Ogilvy would be proud, this is fantastic!

Guest's picture
Guest

i,m father of two.
what confuses in this ad is it's masculinity. only boys can understand such thing:) i like this ad very much:) maybe because i used to call my babies "sh*ting mashines" in my mind when changing pampers:) here i see another machinery.
good for fathers.
bad for mothers.

Guest's picture
Guest

Simply and funny. 8

Guest's picture
Guest

I love it!

Roger Keynes's picture
Roger Keynes
5497 pencils

LOL.

I also love how so many people "hate" ads... then it gets Facebook shared nearly 50 times! :D

Love your work, Poland!

Will Think for Salary

mosho's picture
mosho
298 pencils

the baby does not look like a baby in pain as it should be

Kamikaze777's picture
Kamikaze777
119 pencils

a baby with a toast in the ass, wtf?

Guest's picture
Guest

Fresh and funny. Love it !!!

Guest's picture
Guest

The face expression of the child has no relation with his skin burning. There is no feeling on his face.. I cant imagine if my ass is burning and i dont feel anything

Guest's picture
Guest

Face expression...? People, it's a metaphor, not real situation! You are talking like clients
I think the child is surprised... Why not?

Guest's picture
Guest

made me laugh!

jnaimo's picture
jnaimo
100 pencils

Reminds me of an expression here in the U.S. "your ass is toast" used when someone just did something that will get them in real trouble. First impression - the shock factor - followed by - what's this for? - followed by - read the comments.

Guest's picture
Guest

This is a great example for HORRIBLY BAD advertising. The creatives who did this ad should be fired from the agency and the client should change the name of their brand ASAP.

Guest's picture
Guest

You must be their "friend"

Bohed's picture
Bohed
35 pencils

wack. hate this one. child abusing ad. wtf!

Professional Graphic Design Studio/Blog
http://www.truekolor.net

Guest's picture
Guest

:))))))))))))))))))))))))))

Guest's picture
Guest

Tasteless toast!

Guest's picture
Guest

This is an ad with very bad taste. I doubt It ever got published. It is most probably a spoof/ghost ad. Bottom-line (no pun intended) it is a terrible ad with a stupid message.

Guest's picture
Guest

This creativity it's just for Poland? Right? I mean, because if this ad is for Worldwide it's really bad idea and execution. McCann Poland have to change that art directors.

Aga Grandowicz's picture
Aga Grandowicz
36 pencils

Creative directors. The execution is not bad.

Guest's picture
Guest

Cannes winner

Aga Grandowicz's picture
Aga Grandowicz
36 pencils

winner in the Bad Taste category (literally)

Train in the rain's picture
Train in the rain
2 pencils

Sorry, resourceful & disturbing.

:)

Aga Grandowicz's picture
Aga Grandowicz
36 pencils

Terrible concept, very bad taste; haven't the creators noticed the toast looks like... dirty from poo? Disgusting.

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