Flight controller

April 2011

Photographer Lucio Cunha

Art Buyer Nanci Bonani

Advertising Agency: Ogilvy, Brazil
Executive Creative Director: Anselmo Ramos
Creative Director: Claudio Lima
Copywriter: Eduardo Marques
Art Directors: Lucas Zaiden, André Kirkelis, Vinicius Valeiro
Illustrator: Vinicius Valeiro
Media: Sergio Brotto / Toco

Comments (22)

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Highest Rated

andylefty's picture
Activity Score 4535

I see what people mean when its not clear, the visuals through the steam is hard to make out.

chirag's picture
Activity Score 52

Art is no doubt good,
But the message is not clear,,

michael saucez's picture
michael saucez
Activity Score 23

I don´t know how this could be clearer.

Black = Sleepy
Smoke (representing coffee) = Focus on what´s happening

So, drink Belcoffee and wake up.

HappyHour's picture
Activity Score 2381

Art is good, message is completely clear (this coffee keeps you awake)...unfortunately, all coffee keeps you awake.

Reality Check's picture
Reality Check
Activity Score 2539

Nothing new to say (coffee keeps you awake), and, at the end of the day, no real point to make.

esteb's picture
Activity Score 673

This coffee keeps you awake when you don't drink it?

italocr88's picture
Activity Score 260

you can change the logo and the ad still works.. good idea but not good enough!

Vingy's picture
Activity Score 474

i agree whit Chirag message isn´t clear it needs a powerfull copy to complete the message

Galo's picture
Activity Score 446

Even tough the message is not new (man, whats new about coffee anyway?) I just love how they happen to communicate it. Congrats to te Ogilvy team!

Ron Burgundy's picture
Ron Burgundy
Activity Score 1632


nice art too

liny_77's picture
Activity Score 206

Sorry, nothing new.

Bob.C's picture
Activity Score 1159

Love the visuals and yes the message is clear - it's a beautiful way to send a generic message. You know what, I'm drinking my Starbucks instant (ok I know don't start) and it keeps me awake too, so a tagline, a fact, a logo, a slogan, a positioning statement.... an anything more to help this actually send a branding message would have made all the difference. To me it's sending a bit of a "water is wet" type message at the moment, albeit in a nice way.

soryana's picture
Activity Score 155

fine art, but the smoke in the ad looks like cigarette smoke


michael saucez's picture
michael saucez
Activity Score 23

Art is good, as you should expect from Brazil.

But here there´s something really different for coffee.

C´mon, they´re NOT using eyes nor sleepy people. The product is HUGE. Probably the biggest brand-size-signature advertising ever.

shahidali's picture
Activity Score 4069

Its all airplane in the smoke. how come that represents keeping awake?


Glut's picture
Activity Score 3935

not so sure, what is this?

MidasTouch's picture
Activity Score 1024

The line, we need a line.

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

kleenex's picture
Activity Score 44635

not a great idea imo.

ajitart's picture
Activity Score 53 don't have smoke...BAD. not expect from ogilvy - brazil. art student can do better job than this.

John Howard's picture
John Howard
Activity Score 33

Like no much!'s picture
Activity Score 77

i feel it here the cup fills with a metal liquid.. ha ha ..

ace85le's picture
Activity Score 3935

Very refreshing indeed.


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andylefty's picture
Activity Score 4535

I see what people mean when its not clear, the visuals through the steam is hard to make out.