Ariel: Chicken

It takes more time to generate a stain than to remove it.

Agency: Del Campo Nazca Saatchi & Saatchi
Creative Director: Gaston Bigio
Head of Art: Jonathan Gurvit
Art Director: Gabriel Huici
Copywriter: Jorge Ponce Betti

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13 comments

Have Heart's picture
Have Heart
922 pencils

Very nice new approach.

chintan ruparel's picture
chintan ruparel
1516 pencils

ah! nice...very innovative!

~ old habits die hard, older ones never do ~

djspiralz's picture
djspiralz
491 pencils

well, i whink that cooking the poultry is not part of the process of "making the stain" on the clothes.
Once the poultry is ready to eat, just one drop will stain your clothes in one second.

the thinking is inverted... it takes one second to stain the clothes and a lot of time to clean them

also.. you could simplify the copy by using common words instead of technical terms like "generate" annd "eliminate"

people doesn't talk like this.. i would say "toma más tiempo manchar que limpiar"

Edo's picture
Edo
16 pencils

i like the technical terms it empowers the idea.
very nice ad. very smart.
no need to go into the debate of which came first the stain or the poultry...keep it simple dude.

djspiralz's picture
djspiralz
491 pencils

the word "generate" doesn't help you to keep it simple.... "dude"

Edo's picture
Edo
16 pencils

what other word would you suggest? don't you think that "generating a stain" is a funny expression??
just asking " " dude " "

copycomoelcopi's picture
copycomoelcopi
822 pencils

yes the thinking is inverted, but a regular person would look at it and smile, and then remember the brand in a positive way.

jessicahoppe's picture
jessicahoppe
72 pencils

i kind of like the idea, not again using the white space too much...developing some white idea, that would be very lame for those products.....but the copy isn't too good.

i would try something that isn't as obvious, because to me it's to descriptive...what do you see? yes, you don't need to explain that.

well how about something like: a frozen chicken might not leave too many stains on you.

or eaten up faster than cooked.

so the product promise is not that overglamourized but still funny to the people keeping the product in mind, because they see themselves in it...so @ spiralz to me you are totally right..and also @ copycomo..you might also mean the same thing but more reffering to the target audience..women, middle-aged, wanting to understand the product...;)

mj's picture
mj
71 pencils

i like it

adkutz's picture
adkutz
48 pencils

Very, very neat and crisply executed. Good.

slim's picture
slim
1047 pencils

Seeing the latest Guinness stuff and recalling previous award-winning campaigns, I can't help but feel this style of art direction is in danger of becoming over-used. But in the meantime, it's creating some great work, like this. Wouldn't change a thing. Oh, except make the logo smaller.
Always smaller.

djspiralz's picture
djspiralz
491 pencils

Small logos, always in the same position.

Slim, isn't this "in danger of becoming over-used"?

gon_enelcamino's picture
gon_enelcamino
838 pencils

great!

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