Encounter, 4

June 2011

Print advertisment created by DDB, France for Fagor, within the category: Electronics, Technology.

Sputnik, the microwave that doesn't look like a microwave.

Advertising Agency: DDB, Paris, France
Executive Creative Director: Alexandre Hervé
Copywriter: Olivier Lefebvre
Art Director: Benjamin Marchal
Art buyers: Sophie Megrous, Quentin Moenne Loccoz
Account supervisors: Jean-Luc Bravi, Jean Paul Heraud, Cécile Cabon
Advertiser's supervisors: Mauricio Del Puerto, Monia Fekih
Photographer: Koerner Union
Retouching: B'pong

Comments (22)

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Highest Rated

bhuvneshwar.chd's picture
Activity Score 989

i like the idea.

"If you are irritated by every rub, how will you be polished?"
— Rumi

esteb's picture
Activity Score 673

Great campaign.

bhuvneshwar.chd's picture
Activity Score 989

i like the idea.

"If you are irritated by every rub, how will you be polished?"
— Rumi

purshotham's picture
Activity Score 457


Reality Check's picture
Reality Check
Activity Score 2539

Unusual and imaginative campaign.

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

It's alright - not a huge idea but it works. Although... I rather have a normal microwave standing in my kitchen than this purple orb.

kleenex's picture
Activity Score 48079


soryana's picture
Activity Score 155

good i need it


michael saucez's picture
michael saucez
Activity Score 23

"It works" is not enough to get posted here. Do we come to see daily or brilliant?

shahidali's picture
Activity Score 4069

How does it benefit me if it doesn't look like a microwave or a radar or a rocket launcher or a baseball bat!!!?


phillsucks's picture
Activity Score 131


CuriousPencil's picture
Activity Score 4225

Bit of reverse thinking here, and then some profanity:

1) The product was likely made because people don't like looking at microwaves, somehow.
2) So it turns the product into a house-wrecking alien ship based on a soviet satellite from 1957 that scared the shit out of America
3) And sells it on the premise that it doesn't look like what it does.
4) In iMac colours and a design almost as outdated as the microwave itself.

Questions to the agency:
1) why?
2) does it work?
3) do you realise most kitchens aren't modelled around Woody Allen films and most people have come to terms with corners in their kitchens?


john ler's picture
john ler
Activity Score 667

1) Do you realise most microwaves aren't designed by the agency but by the brand itself ?

CuriousPencil's picture
Activity Score 4225

∞) Yes, I had a suspicion that ad agencies aren't generally product design specialists, though I know a few that fly both flags. The name of the product though, that can be influenced post-production. But the launch of the product, even with an inherited design and/or name, is generally down to the agency's direction. So while I accept your point about my laughing at the design, I still stand by the concerns raised over the direction of the approach.

Thanks though, for making me realise why the agency likely advised against any kitchen shots. Otherwise we'd have the tagline ".... putting the H in 'in-situ' ".

Ron Burgundy's picture
Ron Burgundy
Activity Score 1632

Nice shot at an unusual product, can't help but think of terms like iNuke.... the alien juxt seems to be a theme for a "advanced" product lately

MidasTouch's picture
Activity Score 1024

They could have done it more "alien"
I don't know if you get what I mean.. I imagine a photograph showing the object in a point of view that makes it really look like an OVNI.
I don't know.
The idea's not bad.

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

Glut's picture
Activity Score 3935

nice, different for the product.

CGilb09's picture
Activity Score 572

This ad in particular reminds me of the scene from Willy Wonka when Mike TV is miniaturized.

Tweet tweet: @ThisAbility

NataliaLima's picture
Activity Score 1380

Awesome design!

CommandZ's picture
Activity Score 2498

What Gerry said, both times, well played mate.

AdBuzzer's picture
Activity Score 1174

well. I agree that the product benefit here is rather weak, but still I know some people who would get that thing for its design actually. People differ in tastes and I'm sure Brandt made some research prior to concieving the idea of such a design that validates bringing it to the market. It may ba a niche, but still I'm sure they will sell it with a better margin than standard ovens.
If you happen to have a spacious kitchen you can put a sputnik there as well, and I'm sure it gives much more character to the place than any standard-looking microwave.

CuriousPencil's picture
Activity Score 4225

People who bring quirky accessories into their kitchen already have a kitchen with character though. This is the equivalent of replacing a musty pair of shoes for a sparkling pair of slippers and having to say "Ooh I need a new dress to go with these" - people tend not to design their kitchen around their microwave. In other words, a good student product; unfortunately the company is taking itself very seriously indeed, if this glorious 3D rendering of their self-importance is anything to go by:

ace85le's picture
Activity Score 3935

cupcake anyone?


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