Ad Police and father of Advertising Espionage Joe La Pompe took to his website to reveal the real source where Jon Von Matt lifted their Beer belly idea that won a silver for Bergededoff bier at the just concluded Cannes Lions festival 2016 from.
Late last week, we had published a story on this same art direction previewing Sports X-Fit’s weight loss Campaign by Bleublancrouge of Canada utilizing a pot-bellied man posing as pregnant. View print Ad below.
And much earlier on thebrandradio blog we subtly revealed Volkswagen’s Keyless entry-search is over campaign that was copied from BBH India’s Right to write campaign for CRY America’s projects in India (a campaign directed at children motivating them to complete their education).
Original: Right to write by BBH India for America cry project.
Less original: Volkswagen’s Keyless entry-search is over by DDB, Düsseldorf, Germany.
Joe La Pompe said and we quote
“A pregnant man is not a very fresh idea in advertising. But it’s quite funny to see that the very same visual trick (you think he’s pregnant but he is not) can be used for totally different purpose : an anti-drinking campaign or a beer advertisement. Only one of these gave birth to a Cannes Lion.”
This unlucky acts have come from two German Advertising Agencies. PWe feel other visual ironies or juxtaposition could have sold this idea better.
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