The primary objective of advertising is, without doubt, to sell the product or the services of a particular brand. If selling was the primary aim of this campaign for Nescafe when McCann Erickson asked to create the campaign, this is not less than a failure. But if these twin ads are developed to confuse you with playing pun with your brain like a Zudoku puzzle does, without doubt, this is a success.
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The ads just confronts our reading habit in which we read from left to right. The ads make a difficult reverse connection with a cup of Nescafe.
Guys, you need a hot coffee before you try to jump on these ads.
In India, in kerala- touted as God’s own country, there are so many small tea shops and coffee shops. No jigsaw puzzles. Only hot coffee and tea served there.
CREDITS
Advertising Agency: McCann Erickson, Lima, Perú
Executive Creative Directors: Ricardo Mares, Mauricio Fernández-Maldonado
Creative Director: Alejandro Guzmán
Art Director: Nicolás Romanó
Copywriter: Alejandro Guzmán
Photographer: Fernando Salomón
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