Hero / Ziploc: Pineapple

Advertising Agency: BangkokShowcase, Bangkok, Thailand
Creative Director: Chokchai Tupanyakanok
Art Directors: Phutsadi Yuwapattanawong, Chaitat Sookate
Copywriter: Chokchai Tupanyakanok
Production House / Retouch: Baanpraneat
Photographer: Sunhouse Studio
Computer Artist: Pattarasak Sitthisroung

September 2011


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Wow - mega cryptic. Most customers won't understand this. I scarcely do.

Picky1's picture
236 pencils

I agree. The visual metaphor is so subtle that it is hardly understandable. And the form is not really new, after all those sculpted vegetables we have seen in award shows during the 5 or 6 last years.

bate_palmas's picture
1479 pencils

I agree too. It's a nice idea but it'll be interesting to see whether or not people understand.

butoke's picture
99 pencils

xD Maybe you're just another "customer"?

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Of course I am. And I am an advertiser. I'm both. We're still making these things for customers, right? Or award shows.

Nike Diesel's picture
Nike Diesel
13431 pencils

this one's for the festivals, no doubt

morse's picture
17002 pencils

I understand. The ziplock jams the pineapple time. In other words stops the fruit go bad. But I'm a smart guy. :)

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

salil.sharma's picture
2424 pencils

lovely campaign
i like it some thing new for us.

Designer Don't Do Different Things
They Do Things Diffidently

emiliete's picture
646 pencils

I don't get it, sorry.

jt83's picture
19 pencils

Before anyone else says "I don't get it," please read the bylines and ask yourself who is their target audience. Extrapolate the ethnic group, region, or country this ad was meant to exist, and also the media (magazines? tv?). Seriously folks, it's getting old when you just say "I don't get it." The world is a huge and different place with different cultural norms - I'm sure you all have heard this but do you really know it? Walk in the streets of any country in Asia and you're visually assaulted by ads and billboards. In China at least, I know that the more "complex" something is, the more "features" it seems to have, even though it might be completely useless. To them, they feel they're getting the best bang for their buck. In the west, all that "complexity" is considered cluttered and therefore not appealing.

I could go on but that's just the tip of the iceberg. My point is, remove the cultural bias you already have and put yourself in the mindset of the local audience or research their visual language before commenting a lazy "I don't get it." Here's another example for you guys to search: KFC ad Australia day.

bate_palmas's picture
1479 pencils

Regardless, it will be interesting to know how this fares with the Thai public

Picky1's picture
236 pencils

jt83, it's funny to read that this ad is specifically made for Thai people, where as it obviously looks like an international ad, without any word nor any local cultural reference. You could do it anywhere in the world, and it would still be an awkward metaphor, using a visual gimmick (finely sculpted vegetables or fruits), that has been seen several times in big award shows these last years.

kleenex's picture
40662 pencils

The art is solid, execution I say is off.

Meredith Singh's picture
Meredith Singh
397 pencils

I love it. Absolutely brilliant.

outsider9's picture
39 pencils

Brilliant ? Come on, Meredith, it's not new. I'm fed up with vegetable sculpture. Been done over and over again. Been awarded a few times. Stop.

rookee's picture
4 pencils

I Agree

Meredith Singh's picture
Meredith Singh
397 pencils

I didn't really think they are trying to pass these off as "vegetable sculpture". The style is bit too illustrative. I think it is just a clever metaphor, comparing the pineapple's natural decaying process to the mechanical inner workings of a clock – but its endless ticking forward towards fruit oblivion is stopped by the bag clogging up the gears. It's smart and I have to disagree with you simply dismissing it as a "vegetable sculpture". However, if you have seen too many ads that compare a piece of fruit to a clock, feel free to not like this ad and I won't disagree.

raynold's picture
336 pencils

brilliant.. metalistic

STRTLRS's picture
1601 pencils

We can examine this campaign, praise or bash the creative all day. Heck, if I really want to get technical, I could say time doesn't exist. Things decay depending on what there made of, not time. Time is human construct. Now, does the ad SELL? Did it work in that market? That's what's important. I think the execution is good. Not crazy about the visual of a disproportionately small bag jamming a juicy time piece, but I get it. By the way, a bag will only accelerate decay of fruits and vegetables...

I think, therefore... yeah.

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