Criterion Knives: Watermelon

Fine Cut Knives.

Advertising Agency: Ogilvy & Mather, Bogota, Colombia
Creative Vice President: John Raul Forero
General Creative Director: Juan Jose Posada
Art Directors: Juan Jose Posada, Camilo Ruano
Account Manager: Fabio Quiroga
Art Buyer: David Alvarado
Photography: Dario Mora


Wordfruit's picture
1023 pencils

I definitely get a sense of solid and sharp.

I don't think it's super-easy to figure out what the foods are. I presume one half of each image is the reflection in the knife.

The images, as they are, I like.

But I have to figure out what it is, and I don't think that many people would stare at the ad for long enough to do that.

I think it'd be better if there was a hint more of the knife and of the food-type. Not like a 1900s framed picture, just a hint more.

anónimo de la calle's picture
anónimo de la calle
38 pencils

Are you serious??

I think the fruits are visible enough!

Are NOT a reflection.
The view obviously is inside the food!!!
(a melon, a kiwi and a fish!!!!)

anónimo de la calle

jdb's picture
190 pencils

I agree with you, Wordfruit. But still love the campaign..

I love to be criticized. Logical though.

Wordfruit's picture
1023 pencils

Oh, so it's looking up through the fruit, seeing the knife coming down?

I didn't see that.

anónimo de la calle's picture
anónimo de la calle
38 pencils

The knife is not in the execution.

(Just an illustration of the knife in the headline)

anónimo de la calle

Wordfruit's picture
1023 pencils

Ok, I have my bearings on it now.

alausa's picture
1426 pencils

Think Big Bang Theory, dense darkness in the universe, in comes the knife and...

Hadrons's picture
5991 pencils

Great print campaign. I like the watermelon out of the three.

The new dawn on cutting edge knives....from the other side of the universe.
(twilight zone theme in the background)


mmackinven's picture
1608 pencils

Looks like the fruit is reflecting off the knife, so it doesn't 'obviously' look like it's from a view inside the fruit.

Sorry I'm not seeing sharp on these, just seeing a cut fruit. Or the melon is already cut, how else would a camera fit down there to take the shot? ;)

Also could do with some more pips on this one.

anónimo de la calle's picture
anónimo de la calle
38 pencils

The idea is simple, its about the effect of the fine cut in a fruit.
It's a beautiful ad. Nothing to do with a reflection.
The point of view of the camera is just a "creative license",
like campaigns where you see the point of view from inside a mouth.

anónimo de la calle

mmackinven's picture
1608 pencils


Still doesn't say 'fine cut' to me, sorry.
I had to read your explanation to get the idea. I don't hate the idea, it just doesn't work as well as others to show sharp knives.

Still looks like a reflection though :P

anónimo de la calle's picture
anónimo de la calle
38 pencils

the problem is not the campaign, the problem is YOU!

anónimo de la calle

mmackinven's picture
1608 pencils

Really mature, nice one.

Learn how to take criticism.

Kikin's picture
210 pencils

An idea viewed in a different perspective. Like

Think. Then think again.

鹦鹉螺的壳's picture
7 pencils


Ordozgoiti's picture
235 pencils

Brilliant. The only thing I'm not sure about is the logo. Clashes a bit with the elegant tone of the campaign.

bate_palmas's picture
1479 pencils

I think everyone's giving the art idea too much credit.

It's a really interesting perspective.

I feel with a great line this might have been amazing.

Without it, it's just a knife cutting into fruit, seen from a different angle.

vlads's picture
539 pencils

An a different perspective. Like it.

kleenex's picture
36288 pencils

solid idea.

Nomad8's picture
204 pencils

A different perspective. Love the a whole but this watermelon is a fav. Good job guys. :)

Manoma's picture
1108 pencils

Great campaign !
i am like WORDFRUIT : i didn't see the "from interior view" at the first time, but the "cosmos allegory by a fruit cut" was already enough for me.
At the second time, i saw it, and now i found the visuel more and more perfect ! ;-)

salil.sharma's picture
2381 pencils

wow great job guys
this one awesome all of them

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