Lepetit: The boxer
It’s by its smell that you recognize a great camembert.
Advertising Agency: DDB, Paris, France
Creative Director: Bertrand Pallatin
Art Director: Sébastien Skrzypczak
Copywriter: Stéphane Kaczorowski
Photographer: AFL Imagerie
18 comments
unexpected for sure.
Funny. I bet it achieved zero cheese sales, but still funny.
The line needs work - very clumsy.
I don't know a great deal about cheese. What's the idea?
That the cheeses are so smelly they'll keep this boxer conscious?
nice, I'll spread that on some bread right now, then go play in traffic.
Doin' it for the points
Scam. No client would buy this.
the word 'its' shouldnt be used twice in the same sentence. ever.
What about "It's not the size, it's what you do with it that's important"?
Or "It's nothing personal, it's just business"?
Strange ad. Don't you buy cheese for the taste and in spite of the smell. Even the most hardened cheese-lover couldn't possibly enjoy some of those fragrances.
I think the line has just been lost in translation - the original probably reads more like "You'll recognize a good Camembert by its smell." Either way, it's kind of dull. Does a real Camembert smell so awful it would revive a boxer? We're talking about a rich, double-cream cheese, not one of those cheeses that smells like old socks. I think there's a disconnect here.
hell ! you have no idea of how smelly camenbert can be. Figure out a forgoten T-shirt in your bag, which is in it since 2 weeks after an intense squash session. The smell can just kick you out of your shoes. It's a mix of sweat , feet moisture, dead cat and what ever smells. Therefore, the odor could wake a boxer up.
Funny visual consediring this.
I like it.
man, what you just described would rather knock me out. like for good.
very unfunny joke. and very atypical for DDB paris!
kinda naive, isn't it?
Kind of LAME...
Horrible. Who would wanna buy this?
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In God I trust
quien compraria un producto que smell bad !!
"Aquí también se opina en español y em português".
Pues la verdad si es cierto que hay clases de quesos que mientras más apestan son más ricos, pero debe haber mejores maneras, que esta, de abordar el tema.
En fin, esta bien que el producto apeste, pero no su publicidad.
Chinese has a type of food call "smelly-tou-fu" which is very smelly that i usually will keep myself away from it for 10 miles....but, still people love eat.
i have a friend that will turn into green face when smell cheese, just normal cheese that we eat happily.
so i guess, somebody will want to buy this :).
http://jennywhx.blogspot.com jwhx:Visionary
bad retouch. the boxer and background look very grainy while the guy in the foreground is not.
smelly, cheesy concept.
It smells fake
nice 'IDEA'. Bad 'AD'.
end of story.
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