Chef Lavan: Cow

chef-lavan-cow

We left the fat in the cow.

In essence a great copy, not a bad concept and terrible artwork. This print ad coming from Israel for Chef Lavan cooking cream is not an easy product to pimp. This is why I say the copy and the idea is quite good, insightful but what happened here with the artwork. It’s terrible.

The artwork is ugly and boring with rubbish lighting and just look at that shadow this huge, fat cow casting on the ground. It is like the post production just left it out when ‘blowing up’ the cow.

This is just all wrong, why would you buy a low fat product from a ridiculously fat cow, never mind the de-fatting processing at the factory to your natural product. Ew!

Advertising Agency: GITAM/BBDO, Israel
Creative Directors: Guy Bar, Danny Yaakobovic
Art Directors: Igal Ezra, Tamar Dvir
Copywriter: Oren Meir
Illustrator: OMG – Alex Melik-Adamov