Mylanta: Broccoli

Don't send your food to hell. MYLANTA, against stomach heartburn.

Advertising Agency: Kepel&Mata, Argentina
Executive Creative Directors: Damian Kepel
Creative Directors: Alvaro Yermoli, Rodrigo Diaz
Art Director: Juan Ignacio Etchanique
Copywriter: Federico Wilhelm
Account Manager: Gonzalo Fasson
Account Supervisor: Carolina Montarcé
Illustrator: Emiliano Pereyra

14 comments

saherwafai's picture
saherwafai
114 pencils

Art is amazing, but the concept is forced, it works better for the food not the medicine, I mean if the advertisement was about food company that makes food helps to reduce the heart burn, but again the art is SUPER, keep it going

MK-tessa's picture
MK-tessa
216 pencils

+1

CuriousPencil's picture
CuriousPencil
4227 pencils

I love the art, which is entirely to brief no doubt:but food gets digested by stomach acid, and this could be a great visual aid for a legion of anorexic recruits, detailing the harrowing horror of what happens when we swallow anything. Bravo Pereyra, superb illustration, but it fails completely, entirely, totally, as an advert for a stomach calmative, or digestive aid, I think. It makes me feel impressively queasy just looking at it: and I'll associate that negative feeling with the brand name, which I can't see, because all I see is "To Hell". So I hope this is a cultural thing and that negative reinforcement works there, and would welcome some dialogue on this, because it can often be the case that "lost in translation" is not just words, and international students need to learn that up front.

CuriousPencil's picture
CuriousPencil
4227 pencils

As you say yourself, on your first comment on this, your own work: "The layout and copy are not up to the mark."

pierrelastname's picture
pierrelastname
2869 pencils

only the art, idea is not new.

CuriousPencil's picture
CuriousPencil
4227 pencils

Idea = you mean, the product?

Hadrons's picture
Hadrons
5743 pencils

Beautiful illustrations.
I would use it (minus the broccoli) as the cover for "Hell Tractate"

As for the message - it's lacking copy and have a serious problem with the image of the pill contradicting what it stands for.
In other words - they were counting on the imagery only, no copy no clear strategy - just deliver the feeling of inferno in your guts.(what ever that means)

So 10 stars for the art - 0 for the concept.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Divesh Mehta's picture
Divesh Mehta
78 pencils

Is it person who suffers or the food....Okay a dramatic take can work but what about the copy...it could have been taken further by showing food asking for help and urging reader to save it from help and then the medicine that has to be taken before food...can make sense....
What is your say?

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

big up for the art direction

hoozn's picture
hoozn
353 pencils

The idea is not exactly great, but the expression on the broccoli's face is priceless.

who cares? ima play some tunes instead http://www.mixcloud.com/hoozn/

Michaelsmagic's picture
Michaelsmagic
261 pencils

like the illustration

bate_palmas's picture
bate_palmas
1479 pencils

I'm sorry, but praising the illustration is kind of like praising an app that features brilliant technology. Who gives a shit unless the ad is doing what it needs to do? Sure it's arresting, but is it memorable?

It's kind of a sweet concept but nothing wonderful. Dying to hear a new insight on this subject.

Really, beautiful absolutely beautiful illustrations.

It belongs on illustrationsoftheworld, not adsoftheworld

Hadrons's picture
Hadrons
5743 pencils

like.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

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