Whirlpool KitchenAid: Art Deco

Advertising Agency: DDB, Brazil
Creative Directors: Sergio Valente, Marco Versolato, Cássio Zanatta, Rodrigo Almeida
Art Directors / Copywriters: Ulisses Razaboni, Marcos Abrucio
Art Buyers: Clariana Costa, Alessandra Nunes
Graphic Production: Edson Harada, Nereu Marinho
Account Supervisor: Polika Teixeira, Cristiane Pereira Heal, Sandra Lessa, Mariana Constantino, Luca Adler Bamberg
Planners: Cynthia Horowicz, Paulo Vita, Camila Martinez Lima
Media: Monica de Carvalho, Patrícia Muratori, Ana Carolina Espósito, Aline Brazolotto, Marcelo Estevam
Illustration: 6B Estúdio
Photolithography: Burti
Image processing: 24 \ 7 id

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15 comments

Billoughsby's picture
Billoughsby
5091 pencils

A likable series.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Direstion's picture
Direstion
115 pencils

love the idea, love the art-work

kleenex's picture
kleenex
22740 pencils

I Love the art work.

Mytwocents's picture
Mytwocents
160 pencils

This same concept was done long ago and awarded at Cannes 2000 with a bronze.
It was for CANAL+'s ACB basketball channel. Players were portrayed with the style of Tiziano paintings and the line said something like we turn basketball into art.
It's a nice device but the concept is so generic that it could be applied to just any product.

ace85le's picture
ace85le
3941 pencils

I agree, but in these kind of instances it's the execution that counts more. Very decent campaign.

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Mytwocents's picture
Mytwocents
160 pencils

Ace85le, I'm talking about the execution too. Portraying common situations with an art look & feel to communicate the idea that "the art of X product" or we make "X activity art" is been done many times. I would suggest you to go to the canneslions.com archive and search Canal+ year 2000 and you'll see what I'm talking about.

jackblack's picture
jackblack
2230 pencils

Kind of a weak association. So many companies can say 'art' was a part of their products and services.

Billoughsby's picture
Billoughsby
5091 pencils

ace85le makes the telling point.

And besides, we shouldn't be asking whether it is new -- what is, really? -- but instead whether the series will resonate with the target of affluent home owners. I think it will.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Mytwocents's picture
Mytwocents
160 pencils

Ok hang on a minute. I assume the purpose of this website is to share opinions about the originality of the ideas, the crafting (the execution) and the capacity to innovate the media or even the way to integrate different media. Now if what you're talking about is effectiveness, there's a whole bunch of award show for that. Starting by the Effies. Effectiveness shouldn't be THE most important thing here, sorry but couldn't agree less with you.

Billoughsby's picture
Billoughsby
5091 pencils

That's fine, Mytwocents. Discussion like this is good.

The way I see it, there's some not particularly ineffable area of overlap here. Some ads are effective -- attract and persuade -- because the execution is admired as execution, even by an ad lay audience. Sometimes there's a perfect marriage of style and message. I don't think we have to say every ad is either/or.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Billoughsby's picture
Billoughsby
5091 pencils

Well, it's something, alright, but I bet you can do better than that, Joe.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Helmet Chrome's picture
Helmet Chrome
260 pencils

Unless it's the same visual, copy and category it's not the same, get over it. It's a loose device for sure and an easy way out but hardly 'DONE!'

For me the issue is portraying woman once again in the kitchen, and now for almost a century.. who's the audience here? Maybe the husband rewarding his spouse or the subservient sexy wife getting a new toy to make her life easier, either way appliance ads creep me out, and you've followed in the same creepy vein here.

Gorgeous art direction tho.

Tio Patinhas's picture
Tio Patinhas
98 pencils

Pretty ads.

I believe it suits the product.

Works for me.

Ad or die.

Marissia's picture
Marissia
14 pencils

Where exactly is the idea? And where is the great art work? I 'm sure Klimt and Tamara are really proud using their visual identity to portray happy women in the kitchen.

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