Fromart Cheese: Our Cheese is Even Cheesier

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Looking at these ads makes me uncomfortable..

Fromart Cheese is using these cheesy pictures as a way to point out the cheesiness of their cheese. However, the cheese that Fromart represents really has nothing to do with the kind of cheese (figurative) that these pictures are associated with being. So they’re not really making any claim as to the quality of their product.

But to be honest, how do you market cheese? I think that although the ads don’t technically have anything to do with the product, it’s a very clever technique. Everyone knows what it means when something’s ‘Cheesy’ but the ad isn’t throwing it in your face. You see the pictures and you’re like “What kind of an ad is this? It’s just a bunch of cheesy pictures.” Then when you make the connection it makes you feel smart, and we ALL like to feel smart.

Also, I have to give them credit for this:

In the picture of the family, the father has to have the WORST smile I have ever seen. It’s not particularly anything to do with the teeth, although they are awful, but just the whole package. Something about the wrinkles, the stubble and the oblong-ish shape. There’s something so wrong about it…

So yes, these pictures DO remind me of cheese.

They also make me want to get a hair-cut and press buttons.

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Advertising Agency: George Patterson Y&R, Brisbane, Australia
Group Head: Andrew Thompson
Creative Directors: David Joubert, Piet Human
Art Director: David Joubert