Cepêra Extra Strong Pepper Sauce: Springer Spaniel

Makes your barbecue deliciously hot.
Extra strong pepper sauce.

Advertising Agency: Y&R, São Paulo, Brazil
Chief Creative Officer: Rui Branquinho
Creative Directors: Rui Branquinho, Flavio Casarotti
Art Director: Paulo Monteiro
Copywriter: Gustavo Cavinato
Client Team Director: Decio Augusto da Costa Filho
Agency Producers: Monica Beretta, Stephanie Wang
Photographer: Seth Casteel, Monique Barros
Print Producers: Elaine Carvalho, Rodrigo Cassino, Flavio Zamboni
Account manager: Evandro Soares
Media team: Gustavo Gaion, Inaja Ramos
Published: June 2012

28 comments

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Ah, these photos by Seth Casteel where spread on Facebook (and other channels) earlier - all this agency did was buy them and put a logo on it.

EMV's picture
EMV
124 pencils

[2]

sergeo_syd's picture
sergeo_syd
603 pencils

That's all agencies do :)

http://edictive.com - Film Production Management

morse's picture
morse
16466 pencils

I think this is a good use of the photos. Simple and clear to understand. Also, it's clear that the campaign is made for award shows.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture
kleenex
32910 pencils

I fully disagree as the item does not go with the photos at all.

Shawali's picture
Shawali
8425 pencils

Talk about jumping on the band wagon.

Is it a pepper sauce for dogs?

I guess it was an off day at Y&R Brazil...

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

stke's picture
stke
274 pencils

weak. no idea

stickynotes's picture
stickynotes
1067 pencils

I'm surprised they use those pics for an ad so quickly and so badly..

giancarlomarx's picture
giancarlomarx
18 pencils

I disagree. The use of this pictures to sell sauce is a creative use of that. Thats funny, and creative. I'm surprised about the bad humor of all you. Sorry guys.

Lazar's picture
Lazar
19 pencils

I agree

clearsky1989's picture
clearsky1989
429 pencils

I disagree

mmackinven's picture
mmackinven
1608 pencils

Is this dog food hot sauce? Absolutely no connection...

I've been waiting for these images to pop up here too.

bryanh03's picture
bryanh03
194 pencils

If it were a spicy dog food then yes, perfect. But because it's hot sauce for HUMANS this is just lazy.

vlwk's picture
vlwk
154 pencils

Their concept probably has something to do with how people feed barbeque scraps to their dogs, or how dogs sometimes sneakily grab food off the table during barbeques.

And if that were the case, the art direction fails here. Using the pic for the sake of it.

Ad_me's picture
Ad_me
80 pencils

totally scammy... it's a recognized piece of art that has been doing the rounds just before .. then converted to a print ad for a freaking hot sauce! Pa-lease.

somecopywriter's picture
somecopywriter
1106 pencils

Unless this sauce is for dogs, this is an epic fail that just aims to piggyback off of the success of this great series of photographs.

clearsky1989's picture
clearsky1989
429 pencils

F - A - I - L

gadgets's picture
gadgets
1063 pencils

I don't like when my dog attack my food... but this is nice one :)

giancarlomarx's picture
giancarlomarx
18 pencils

Ok, guys... You cant unsderstand this idea because you are not brazilians.
In Brazil a barbecue is always a kind of a party, with family, friends and (always) some dogs. Your dogs and neighborhood dogs. In Brazil is actually normal, when you are on a barbecue, give some to your dogs. But dogs are not carefull to eat, ok?
So thats it. I hope you understand now.

Chrome's picture
Chrome
32 pencils

Done with man in aquarium

AdventureAd's picture
AdventureAd
186 pencils

A desperate way to use nice photos that were spread everywhere on the web.

bryanh03's picture
bryanh03
194 pencils

Sounds like Brazil BBQs and American BBQs are the exact same. Still extremely lazy.

Brad_US's picture
Brad_US
128 pencils

I got 4 words for you. F.A.I.L.

italocr88's picture
italocr88
219 pencils

putting a logo to a picture from internet is not longer creativity i think... maybe in the 80's, but not now.
weak weak weak work

abake's picture
abake
1272 pencils

Love the photos.
I don't think the link is so tenuous, I immediately got the "dog-stealing-food-from-barbecue-jumps-into-water-because-it's-spicy" idea.

Fernando Fernandes's picture
Fernando Fernandes
1395 pencils

Uma boa série! boooa!

nowreading's picture
nowreading
2 pencils

I think the idea of this creative came from the record cover "Nevermind" by Nirvana,
using a dog instead of human jump into water is avoid the direct connection of the album cover.

cmotan's picture
cmotan
189 pencils

Не ми пука откъде са ги взели, баси якото.

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