The organic movement has escalated in the past couple of years, with bare moments passing before another organic supermarket, organic cafe or organic deli pops up in the trendiest parts of town Although for many it is an intelligent choice in life; for many others, it’s a mere fad – something which sounds fun, everyone is doing, and can’t hurt.

In most cases, I hate these kind of fads. However, the fads that usually bother me are more like when everyone started listening to ‘indie’ music, or wearing ‘vintage’ that they bought new. The organic/vegan/vegetarian/yoga trends do not irritate me nearly to the same extent. I suppose it’s because people are actually getting something out of it; organic food is actually a healthy option for our unfit, obese populations.

Do I think this ad is a good option? I must admit, I love the graphics, and even the concept of greasy junk food hacking away at our organs (it’s not that much of long shot!) But there’s just so much going on in these images; that I can’t really separate a severed blood vessel from the manic teeth in the food. It’s amusing that the junk is wreaking havoc on the heart; it’s also a little close to the bone (mind the pun).

Plus, if someone didn’t actually read the writing about the ad, but picked up that it was a restaurant – the unfortunate situation could follow where a consumer assumed that this restaurant served angry fast good. Maybe I’m underestimating – but the artwork definitely needs some clarity.

I’ve never been a fan of restuarants that advertised their fare with mouthwatering images of what allegedly their means looked like. I guess I’ve now realised I’m not a fan of the opposite. Which, I suppose, leaves an ad agency working on a restaurant bid at a loss (just let me pretend that ad agency’s purpose in life is to make me happy!)
Having eliminated food imagery as an option for restaurant marketing, I wish I could offer a new direction. Sadly, I’m also at a loss – if only you could print taste.

Advertising Agency: Z Mexico
Creative Directors: Jose Arce, Fernando Carrera
Art Director / Copywriter / Illustrator: Fernando Carrera
Photographer: Gustavo Dueñas

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