Monday, December 10, 2007

Dills Digestive ads are pretty, confusing.

(click ads for closer look)
Print ads out of Belgium for Dills digestive mints. While the attractive layouts/visuals will have art directors the world over vigorously rubbing their genitalia, I think the ads have a bit of a message problem. The copy line, which is a translation from Dutch (I think), is "For a fast digestion"—so they help you digest food faster. O...K. But for me, images of a salmon sushi Concorde and a meat (or is it fatty tuna?) Porsche conjure up one overriding sensation—explosive diarrhea. My sphincter's spasming just from thinking about that raw fish jet going supersonic through my colon and then splattering into a million pieces against the side of my toilet bowl. What do you think?
(related: a beano jingle I once wrote; and a beano print ad where a farting woman writes love letters to gassy foods.)
(images via)


Blogger EPM said...

The pictures are clever, but not in a way that one wants to associate with food, or eating. They look like they should appear on an Aphex Twin CD cover.

11:26 AM  
Anonymous Anonymous said...

Agreed - "supersonic" and "my large intestine" don't need to be in the same thought.
Definitely impressive carving, though (and photoshopping.)
Just not sure why they didn't clean up the Porsche Au Jus...

1:11 PM  
Anonymous Anonymous said...

They leave me with a slight less disgusted feeling than the Yoplait ads with the dancing bacteria.

2:34 AM  
Anonymous Anonymous said...

To be pedantic, that's a whole salmon fillet. It's not sushi or even sashimi.
But yeah, agree with your point that the message isn't quite right. Although I do quite like the idea of "salmon Concorde" or "meat Porsche" becoming new euphemisms for a high-velocity bowel movement.

4:54 AM  
Anonymous Anonymous said...


as in, "That mexican food last night went through my system like a meat porsche."
I like it.

10:55 AM  
Blogger Maulleigh said...

Porsche conjure up one overriding sensation—explosive diarrhea.


2:03 PM  
Anonymous Anonymous said...

Am I the only creative in the world who thinks funy/witty/strange for the sake of funny/witty/strange makes for bad advertising? Just went to see the Cannes winners' reel last week, and it felt like being bombarded by joke after joke after joke.

If the humour talks about the product (like the Mac ads), then it works. If it's just a funny - even if it's rediculously funny - but it comes across as the end result of a creative team's intense circle-jerk - enough, already. Can we please get back to advertising?

7:51 PM  
Anonymous Anonymous said...

Maybe if they cooked the food it the though would be a bit more appetising.

7:07 AM  

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