Ronda: Papaya

Extremely Sharp

Advertising Agency: Strange Idea Ad, Beijing, China
Creative Director: Tif Chen
Art Directors: King Chen, Tony Li
Copywriter: Wendy Wang
Illustrator: Chen Lei
Photographer: Chen Lei
Published: August 2012


cvchitale's picture
1413 pencils


Black Hour's picture
Black Hour
368 pencils

There is an idea here, look closely (yes the execution is bad)

I was thinking that the print was bad with a weird shadow effect but they are actually using the back of the knife, that's why they say "extremely sharp".

Pretty sure the idea is stolen though...

Siddarth Basavaraj's picture
Siddarth Basavaraj
1673 pencils

There's some new approach. I like that

Love creating ads..

fredrik_t's picture
10 pencils

I thought maybe they dropped the fish and the fruit onto the knife? No? That made more sense to me altough the idea still is very "used".

Art director | Strategic creative

DAS_13's picture
152 pencils

I agree that's the idea they tried to achive but it's lost in print. It's a better online or TV idea.'s picture
290 pencils

Now this is bad in both ways. Back side of the knife is can't be sharp at all. If they drop the fruit on to the knife how the knife went through the fruit. The fruit is higher than the knife.
If they execute this in TV it might come out beautifully.

Grrrr's picture
1963 pencils

You knived it, I mean nailed it.

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