Long's Horseradish: Close encounters, 3

Advertising Agency: When Gee, Seoul, South Korea
Creative Director: Tai-il, Lee
Art Directors: Jeong -gon, Kang, Mi-sun, Kim
Designer: Seong-kuk, Jeon
Copywriter: Jong-hwan, Choi
Released: February 2009

Most of the ads for the horseradish are very traditional and conventional. Therefore, we attempted to provide an unexpected pleasure to enable customers to remember our ad. We parodied Steven Spielberg's film, "Close Encounters of the Third Kind," with a plot that Alien from Long's planet came to meet animals, vegetables, and fishes of the Earth. By making a transition from the previous perception of adding horseradish to supplement foods, we added foods to the horseradish instead in order to heighten the value of the horseradish.

22 comments

bknowlden's picture
bknowlden
3647 pencils

I feel like this one went completely over my head...

_yan_'s picture
_yan_
163 pencils

Yeah, it failed.

Guest's picture
Guest

guys, you wrote 5 sentences of explanation under a print ad.....

Guest's picture
Guest

wow! it's definitely overkill.

bknowlden's picture
bknowlden
3647 pencils

It's good you explained it, since you get to do that with everyone who sees the ads...

Guest's picture
Guest

i didn't even understand the explanation ! ! !

Guest's picture
Guest

Even the explanation is hard to understand. And why does the light from the spaceship have a watermark?

nemesis's picture
nemesis
761 pencils

I don't understand the ad even with the explanation. And I don't get why they used two completely different styles of illustration for the aliens and their ship and the animals and background. I also think the Long's watermark in the alien light is too much. Overall, this doesn't work.

Guest's picture
Guest

Wow... talk about a complete head scratcher.... whoa

Guest's picture
Guest

I like the explanation better than the ad itself. In fact, I love the explanation. Congratulations, you've made a viral in the "WTF?!" category - I'm forwarding it on to colleagues as we speak.

Jet Lee's picture
Jet Lee
127 pencils

This idea might fly with the third kind. Obviously the earthlings aren't getting it. :P

Guest's picture
Guest

Bit it´s nice how often they mention the product in the explanation. I feel like trying it!

Guest's picture
Guest

horrible idea of the third kind....

Guest's picture
Guest

horrible idea of the third kind...

Guest's picture
Guest

So, not only are they going to pay for the release of this (?) ad, they're also going to have to publish that strange and not-so-concise explanation - which - by the way - makes no sense at all!

woohoo!
what an ad.

Disco Munky's picture
Disco Munky
3900 pencils

This is like rubbing horseradish in the eyes.

Inaccessible concept and the art isn't that good. Don't even really know what they want to say. Lame.

Doin' it for the points

Guest's picture
Guest

This ad is retarded.

Guest's picture
Guest

This ad is completely retarded.

Guest's picture
Guest

Blaaaa....very desgusted campaign....blaaaa...peximum ardirection...

Guest's picture
Guest

sorry.. bad

Guest's picture
Guest

nice

Emran Hayat's picture
Emran Hayat
832 pencils

for the 1st i thought it cud b intresting.. aftr sometime whn i didnt get a single thing out of it i found it not more thn a SHIT ... o/o

Creativity is a natural extension of our enthusiasm

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