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Spaghetti

Published/Aired: 
June 2007
Description: 

Heinz mayonnaise. Now in squeeze bottle.

Advertising Agency: Leo Burnett, Brussels, Belgium
Creative Directors: Jean-Paul Lefebvre, Michel De Lauw
Copywriter: Vincent Daenen
Art Director: Guido Goffeau
Photographer: Philippe Lermusiaux
Account Supervisor: Chantal Claes
Advertiser's Supervisor: Elke De Clercq - Marketing Director

Comments (30)

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Highest Rated

iambusy's picture
iambusy
Activity Score 2219

works for me

busy.

Davosk's picture
Davosk
Activity Score 4815

Why would anyone want to eat a plate of mayonnaise or a plate of spagetti with mayonnaise for that matter. The two don't match creating a conflict which doesn't make the product appealing at all.

Pacific Blue's picture
Pacific Blue
Activity Score 335

For God Sake, they are Belgium!!!!!
They puy mayonaise ON EVERYTHING, from fries to muzzle.
And the best beer of the world!!!!

The idea is so simpe than it really works.
I miss the knive, and probably would take off the glass from the picture.
Cheers.

Davosk's picture
Davosk
Activity Score 4815

You haven't convinced me, sorry.

Yokel's picture
Yokel
Activity Score 604

It's true! (Belgians are weird in their culinaryness).

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

Brussels sprouts. Case closed.

Chris's picture
Chris
Activity Score 1985

The best beer in the world is from bavaria.

velle's picture
velle
Activity Score 1550

omg, those belgians.

also, thats not a plate of spaghetti. look again.

Phony Ads's picture
Phony Ads
Activity Score 149

Yuck!!

Willey's picture
Willey
Activity Score 140

What am i supposed to be eating here? "camouflaged" mayonnaise or spagetti?

Davosk's picture
Davosk
Activity Score 4815

Waiter, give me a steak and an ashtray. Oh and a tub of margarine with a spoon.

jennywhx's picture
jennywhx
Activity Score 1142

it make me want to buy it to try whether i can make a plate of spaghetti like this, but not to eat it. haha.

http://jennywhx.blogspot.com jwhx:Visionary

twelve_noon's picture
twelve_noon
Activity Score 617

this is clever and communicates the benefit of the squeeze bottle... simple, clear, gets to the point... and of course it doesn't say 'goes with spaghetti' just that the meyo will look like it..

axelk's picture
axelk
Activity Score 286

true twelve_noon. it just communicates the advantages of the bottle not the product itself. i don't really know the product but as the headline tells us. this mayo comes in a squeeze bottle now as opposed to before

ripster's picture
ripster
Activity Score 152

twelve_noon has said it. The matter here is not about taste and flavour. Heinz Mayonnaise is now available in a squeeze bottle, so a long distinguished squeezed line of mayo is the best you could show.

the only aspect that bothers me is the color of the mayonnaise. Looks a lil too spaghettish. Would this pretty bright mayonnaise evolve a yellowish color the deeper you look into? Mayo is more shiny, has more spectacular highlights than spaghetti, so it should look different in terms of color and luminance. Apart from that the art direction is almost fine.

itch's picture
itch
Activity Score 806

looking at the simply spaghetti makes me hungry !!

* it's not how good you are. it's how good you want it to be *

Brainsugar's picture
Brainsugar
Activity Score 1625

Becarefull you may vomit!! it's mayo! not spaghettis!

Rog's picture
Rog
Activity Score 6082

Confused take away.

>>>> That's not an ad. THIS is an ad.

hrd2mpress's picture
hrd2mpress
Activity Score 62

so they make mayo from flour now do they?

Conceptual-eyes's picture
Conceptual-eyes
Activity Score 1475

This is impossible, the strands would be able to go underneath each other. This is a terrible ad, terrible.

the_watering_hole's picture
the_watering_hole
Activity Score 4

For someone with conceptual-eyes, you don't really have good vision mate. It's simple because Heinz means thick... and now in squeeze bottle means that it's easy to flow and you don't have to keep knocking the bottom. So for your understanding and most of the suits up here who haven't got it, it's thickness you can now squeeze out so easily. Use some imagination people and don't bag a good ad just because you couldn't come up with it first.

drunk dave's picture
drunk dave
Activity Score 1066

Nice one. Mayonnaise and chips in horse fat.... hmmmm. Nice thought to sell a thick mayonnaise sauce.

Guest's picture
Guest

The message is cleare and simple, the spagetti as it is on the plane is unappeling, it is missing something, and of course the answer is the flavor or in this case the mayonaise. very clever way of call the attention of the consumer.

Guest's picture
Guest

so WTF is it ? mayo or spaghetti ???

Anabel's picture
Anabel
Activity Score 46

i don't like it at all.

Andrey Vaslit's picture
Andrey Vaslit
Activity Score 210

Eat that will raise you cholesterol to clouds, it'll kill you.
But like the way to show it was a squeeze bottle =].

Guest's picture
Guest

It just reminds me how artificial the Heinz product is. Real mayo should not do that. Quality mayo doesn't. Negative appetite appeal for me.

K.I.D_PUNK's picture
K.I.D_PUNK
Activity Score 151

Sooooooooooooo GoooooooooooooooooooooooooD.

Guest's picture
Guest

awesomeeee!!!

ralphstieber's picture
ralphstieber
Activity Score 136

simple, scary... cool. it works.

iambusy's picture
iambusy
Activity Score 2219

works for me

busy.

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