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I don't think I hate anything as much as this guy hates this campaign.
Gotta be honest as much as I know juries will probably award this, I don’t think the conceit of the idea works.
Take a break from being a slave to your phone.
Yet everyone still looks like checked out zombies.
Obvious Cannes bait.
Fine if the point is to win metal.
But it’s not good advertising.
Chief
It’s obviously made for Cannes because of the timing, but they’re still great ads. On brand. Clear message. ‘Take a break from your phone and have a kitkat’.
I don’t read it as ‘people are still checked out like zombies’. I read it as ‘they are mesmerized by the product’.
People will get it. Maybe some won’t, but that’s ok. ‘Everyone has to get it’ is the reason most ads talk to people as if they’re idiots.
I don’t mind that it’s made for Cannes. I’m more annoyed by boring ‘real’ ads that don’t put in any effort to talk to people in an interesting way.
These ads are running for real in Europe btw. There’s a lot of media behind them. So whether they are made for Cannes or not, they are real. And they contribute more to advertising than 98% of ‘real’ advertising.
And no, i didn’t make these.
Chief
Cool ads. Lame post.
Chief
I love this series
Kit Kat campaign from VML.
Cannes Bait.
Chief
If you create Cannes bait, you’re not allowed to complain about website clickbait in any room. You’re the same or worse.
Chief
If you create bad and hollow advertising that annoys people you are not allowed to complain about Cannes bait. You are worse.
He’s thinking, so it contains high amounts of sugar, saturated fat, and calories, which can lead to weight gain, tooth decay, and other health issues. Should he even give it to his dog?
Rising Star
Chocolate is very bad for dogs.
Chief
Is someone going to offer some context here? WTF am I looking at?
Not a single one of them open to eat it. That’s because none of them want it. Look at their expressions and their body language. Clearly these were handed out to them on the street like pamphlets nobody wants to take.
Huh
Chief
Wut?
Rising Star
You know you’re not allowed to show people actually eating the chocolate on TV.
These aren’t TV, they were made to be print or poster repeated exactly 3 times with no copy and logo at the bottom corner. They even made a 2 mins case study video to explain what they are. Apparently there are creatives out there thinking it is one of the best ads ever that they tell their friends and family about.
Do people still feel guilty about screen time?
It’s easy to be a generalized critic. Does it build awareness and sell Kit Kats? Considering this thread, i bet does.
awards bait
ChatGPT prompt: Creative director who hates advertising writes a self-indulgent comment about how much he hates an ad, but it has the unfortunate effect of proving how jealous he is he didn’t make the ad.