文/Aoi @頂尖文案TOPYS

不得不說(shuō)這則BAUDUCCO吐司的平面廣告很聰明，沒(méi)有選擇大多數(shù)人食品廣告“芬芳誘人”的傳統(tǒng)路數(shù)。

蝙蝠俠一望便知，羅賓卻默默無(wú)聞；披頭士樂(lè)隊(duì)里，除了約翰列儂，你不一定能說(shuō)出其它成員的名字。人物的頭被置換成吐司和蘸醬或許有點(diǎn)無(wú)厘頭，但配上文案意圖就很明顯了——“永遠(yuǎn)不要忽視配角的力量”。言下之意，沒(méi)有蘸醬吐司的風(fēng)味可能也會(huì)打折扣哦。有捆綁銷售的嫌疑。^__^

視覺(jué)效果良好，文案頗具智慧。獲2013戛納平面類銀獎(jiǎng)。

原圖：

"Never underestimate the supporting role.”

Advertising Agency: AlmapBBDO, S?o Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Luiz Sanches
Creative Director: Marcos Medeiros, André Kassu, Bruno Prosperi, Renato Sim?es
Copywriter: Marcelo Pignatari
Art Director: Marcelo Tolentino
Photographer: Mariana Valverde
Art Buyer: Teresa Setti, Paula Feijo
Account Supervisor: Fernanda Antonelli, Pedro Fragata
Advertiser’s Supervisor: Paulo Cardamone
Planner: Cintia Gon?alves, Fernanda Barone