Belcuore Strong Coffee: Flight controller

Advertising Agency: Ogilvy, Brazil
Executive Creative Director: Anselmo Ramos
Creative Director: Claudio Lima
Copywriter: Eduardo Marques
Art Directors: Lucas Zaiden, André Kirkelis, Vinicius Valeiro
Photographer Lucio Cunha
Illustrator: Vinicius Valeiro
Art Buyer Nanci Bonani
Media: Sergio Brotto / Toco
Published: April 2011

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22 comments

chirag's picture
chirag
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
HappyHour
2387 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
1799 pencils

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

esteb's picture
esteb
673 pencils

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

italocr88's picture
italocr88
213 pencils

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

Vingy's picture
Vingy
474 pencils

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

Galo's picture
Galo
441 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
1636 pencils

dramatico!

nice art too

liny_77's picture
liny_77
197 pencils

Sorry, nothing new.

Bob.C's picture
Bob.C
1135 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
soryana
155 pencils

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

yes

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
shahidali
4063 pencils

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

shahid

Glut's picture
Glut
3947 pencils

not so sure, what is this?

MidasTouch's picture
MidasTouch
1024 pencils

The line, we need a line.

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

kleenex's picture
kleenex
26822 pencils

not a great idea imo.

ajitart's picture
ajitart
53 pencils

gurrrrrrrrr....coffee 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!

mimosainsiva@gmail.com's picture
mimosainsiva@gm...
77 pencils

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

ace85le's picture
ace85le
3939 pencils

Very refreshing indeed.

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andylefty's picture
andylefty
4533 pencils

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

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