BelCuore Café: Flight controller

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

April 2011


chirag's picture
52 pencils

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

michael saucez's picture
michael saucez
23 pencils

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
2381 pencils

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

Reality Check's picture
Reality Check
2491 pencils

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

esteb's picture
673 pencils

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

italocr88's picture
260 pencils

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

Vingy's picture
474 pencils

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

Galo's picture
446 pencils

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
1634 pencils


nice art too

liny_77's picture
206 pencils

Sorry, nothing new.

Bob.C's picture
1161 pencils

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
155 pencils

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


michael saucez's picture
michael saucez
23 pencils

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
4069 pencils

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


Glut's picture
3937 pencils

not so sure, what is this?

MidasTouch's picture
1024 pencils

The line, we need a line.

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

kleenex's picture
41128 pencils

not a great idea imo.

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

John Howard's picture
John Howard
33 pencils

Like no much!'s picture
77 pencils

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

ace85le's picture
3939 pencils

Very refreshing indeed.


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andylefty's picture
4535 pencils

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

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