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Hamburger

Agency: 
Published/Aired: 
July 2012

Also From This Campaign (2 items)

Description: 

Less oil in the pan, less oil in the food.

Advertising Agency: McCann Erickson, Tel Aviv, Israel
V.P Creative: Shahar Filer
Creative Director: Tal Moravkin
Art Director: Assaf Levy
Copywriters: Ido Ben Dor, Tal Manor
Photographer: Menachem Reiss

Comments (18)

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Highest Rated

carloscae's picture
carloscae
Activity Score 11

I find it hard to sell a cooking product that makes the food look horrible.
The concept is good, but the sponge/food idea not.

miko1aj's picture
miko1aj
Activity Score 3086

"Less oil in the pan, less oil in the food." – sorry guys, but sponge tells something absolutely opposite?
Or maybe i'm not catching something important in this ad.
anyhow – this typography is absolutely inadmissible

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Well, the sponge is the food, if you don't want an oil-soaked floppy burger, don't put as much oil in the pan.

I think it's a brilliant visual, just not for selling oil.

alausa's picture
alausa
Activity Score 1420

LMAO! Brushsrcipt right?

N17's picture
N17
Activity Score 475

Good ad. for sure.

kleenex's picture
kleenex
Activity Score 43371

I think too many people can get confused on this.

Kikin's picture
Kikin
Activity Score 210

Is that a pumic stone ? Took me a little bit over 4 seconds to get. Good idea, bad visual.

Think. Then think again.

fbcs's picture
fbcs

Weird ad. Doest seem like an ad for PAM...

DilipRevar's picture
DilipRevar
Activity Score 264

what the product is all about.

chicagohour's picture
chicagohour
Activity Score 384

so the insight is that food is like sponge and hence it absobs all the oil you put in...so what does PAM does......

Hmmmmm

chicagohour's picture
chicagohour
Activity Score 384

so the insight is that food is like sponge and hence it absorbs all the oil you put in...so what does PAM does......

Hmmmmm

rakel's picture
rakel
Activity Score 250

sponge gets all the oil thats a fact, so...

sandalo's picture
sandalo
Activity Score 6

Manhattan, USA. 1902

Memo 0001:

McCann Erickson team please remove any Comic Sans and Brush Script Fonts from any computer.

Att. Alfred Erickson

sandalo's picture
sandalo
Activity Score 6

appetite appealing killed!! opposite message received!!

feysal's picture
feysal
Activity Score 2561

Food is like a sponge the more oil you put the more oil it absorbs....its clever but maybe too cleaver....the type style i must agree kills it.

groovy baby!

Geimima's picture
Geimima
Activity Score 824

the food absorbs the oil?

life is a playground

jackblack's picture
jackblack
Activity Score 2350

That's one oily burger. Yuck.

Lazarus's picture
Lazarus
Activity Score 1536

Hit the eject button. Start over.

carloscae's picture
carloscae
Activity Score 11

I find it hard to sell a cooking product that makes the food look horrible.
The concept is good, but the sponge/food idea not.

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