Comments (47)

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Highest Rated

deacotrim's picture
Activity Score 75

Heinz can do that! Great.

andrea cotrim

thirty6chambers's picture
Activity Score 1464

Just saw this on another site yesterday. Pretty cool stuff. I'm just glad it wasn't another sauce drip that looks like a tongue.

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

Personally I don't find this cool at all. At least, with those "tongue" ads, I got the message in a split second and actually made me want to try it. The logic seems pretty forced here. It doesn't look inviting visually, and it certainly doesn't seem entertaining conceptually.

ahpitt's picture
Activity Score 342

ha ... I like this sentence:

"It doesn't look inviting visually, and it certainly doesn't seem entertaining conceptually."

theanc's picture
Activity Score 2783

I agree that visually is not appealing.


peterstrange's picture
Activity Score 141


ChuckNorris's picture
Activity Score 834

Finally something fresh for such a played out product.

Hoffenstaader's picture
Activity Score 28

spicy ≠ warmth

washiam's picture
Activity Score 443

I agree, confused me

brain123's picture
Activity Score 830

I agree it is a fresh approach for the product, but not a appetising one.

NatalieM's picture
Activity Score 1685

Agreed. It is not appetizing at all, but it is a clever idea.

yun siang orangutan's picture
yun siang orangutan
Activity Score 298


That One Guy's picture
That One Guy
Activity Score 266

The first thing that came to mind was that-- somewhere i was told that ketchup makes anything taste good. But i didn't see the HOT placed on the label. So what is it?

A.G. Pennypacker's picture
A.G. Pennypacker
Activity Score 607

I've been looking at these all day trying to decide if I dig 'em or not and if I'm being honest with myself –– I'm not a fan. I wanna like them but the thinking here is a bit off and they are such ugly, unappetizing visuals. Of course I get the joke but the frozen food is turning me off way more than the product is turning me on. I mean for goodness sake, does this really make you even wanna check out the product?

1983's picture
Activity Score 148

it makes me say...ah

Activity Score 120

i got the ad from the comments!!!
you know we people should be paid for explaining the ads to people!!!

huzyisundead's picture
Activity Score 107

totally agree.. we could be rich

thirty6chambers's picture
Activity Score 1464

you needed an explanation? are instructions printed on your rolls of toilet paper?

liar's picture
Activity Score 384

it's just a play with the word 'hot'.

McBain5000's picture
Activity Score 115

FSC = Five second concept....zzzzz

Rekker's picture
Activity Score 123

I like it a lot
this one works better than the others...
I understood it rightaway

Heads's picture
Activity Score 194

It's pretty good 7/10.

martinniens's picture
Activity Score 4

Nice. . .

Slashweasel's picture
Activity Score 104

spicy ketchup -> therefore it makes food really hot -> therefore you must freeze food so the ketchup doesn't burn it/ so the ketchup doesn't burn your tongue

Sheez, what a complicated idea

ADtention's picture
Activity Score 4

Just Hot Ketchup that is so hot it defreezes frozen food...
You're making it too complicated :-)

Umberto Vonspiel's picture
Umberto Vonspiel
Activity Score 81

Really original and nice! 7/10!

nomienick's picture
Activity Score 44

awesome- but you just know someone's actually gonna go and give themselves food poisoning after this one - then onto the small claims court!

andré ™'s picture
andré ™
Activity Score 144

cool and fresh concept, but also very poor art direction.

maddoxx's picture
Activity Score 73

good approach for hot ketchup

salvarredy's picture
Activity Score 354

Nice art direction, nice photos, nice campaign, really works for me.

phoamcor's picture
Activity Score 1284

Spicy does not = heat.


thirty6chambers's picture
Activity Score 1464

it's called imagination and metaphors. you fail for being stupid.

weedtweed's picture
Activity Score 62

doesnt quite work for me though.

phoamcor's picture
Activity Score 1284

You must know the simpletons who came up with this turd, which, ironically, is a proper metaphor.

jmscarane's picture
Activity Score 48

At least it's a change from seeing things "scorched" by hot food products.

jessesg5's picture
Activity Score 6

the label doesnt say "Spicey" Ketchup it says Hot Ketchup. works for me

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

Yeah, I hear you. Because if it were a "spicy" kind, it would definitely be labled as such. I just wonder what this ketchup tastes like really... Does it taste JUST LIKE any other ketchup? Then what's the point of advertising, right? Could it be a little lemony? Or perhaps it's hickory smoked. Hey, you know what I think? I think this ketchup tastes like bubble gum, only it's very, VERY warm... What do you think???

thirty6chambers's picture
Activity Score 1464

okay so maybe it's a cultural difference and those who don't get it live in remote mountain villages on an asteroid passing Earth. However, i've always seen hot spicy food be associated with images of fire. Just about every spicy food product I've encountered has pictures of flames in the background.

copywriter.txt's picture
Activity Score 828

Some of you guys are way too literal.
If Spike Jonze e Charlie Kaufman act like this, Being John Malkovich had be the worst movie ever.
Picasso don't painted Guernica with literal thinking.
Even the Think Different slogan for Apple will be Think Differently.
I like this. It's very clear and clever to me.

LeeMoh's picture
Activity Score 424

Surprising fresh concept for this advertising-killed category… that is good.

But I think a tasty-looking salad mixed with ice cubes would have improved the impact and illuminated the shudder caused by unappetizing raw frozen food.

In general I like one-shot concepts. They always quench my thirst for strong impact.

weedtweed's picture
Activity Score 62

yawn. so now i can fix up frozen food with a spicy ketchup?

PS. spicy hot is NOT temperature hot.

LeeMoh's picture
Activity Score 424

looool.. I don’t understand how those whose the problem is “Hot means spicy not warm” work in advertising!

Omikron's picture
Activity Score 6

Apart from the spicy hot/temperature hot issue, I believe the logic is broken by their own terms.

The ads should be about (spicy) hot food frozen that would imply compared to the ketchup they feel cold (not spicy).

An image of frozen chili would work for me.

mishkaa's picture
Activity Score 296

too forced.....

creativemonkey's picture
Activity Score 21

It actually won at Cannes... I'm probably an older fart than I thought, since I too subscribe to the spicy ≠ warmth school in advertising.

samjhana's picture
Activity Score 4

ye, it won the award, which would be suprising for people who made comment critical way. we should have regarded it just simply.

wizdumtuth's picture
Activity Score 4
deacotrim's picture
Activity Score 75

Heinz can do that! Great.

andrea cotrim