When I see an ad like this I often think about the campaign brief. Did it really call for such an insight? Or did some guy with a cigarette and snooty accent nonchalantly utter “vhatever you do, make sure its sexy.”

On set, a man and woman are positioned preparing a meal. The photographer is capturing their kitchen woes as they struggle to handle the recipe/ingredients/opinions. Then the snooty cigarette interrupts; “no no no this is all vrong…it’s missing zomething. We need.. more passion!” At once he takes the male and catapults him onto the woman. Then from afar he directs every passionate movement as the photographer captures every moment.

Then the cigratte says “no no zomething is still vrong.. vait. Both of you- leave! Get out of the shot right now.” And alas! We have the yemeksepeti.com Valentines Day campaign.

The campaign ingeniously assures us that if we happen to get down and dirty on the dinner table, no need to worry. Yemeksepeti.com will deliver your meal fast. In fact, you can use the food wasted as cushioning. If you’re really keen yemeksepeti.com even encourages you to use it in fore play (note the whipped cream).

The insight is so naughty it is nice. It’s a welcomed change from cheesy Valentines campaigns, or the usual “the guy forgot about the girl. Isn’t that funny?”

The photography and artwork is equally excellent. The detail and set positioning makes me question if it really was re-enacted. If by chance the snooty cigarette guy doesn’t exist, (and was only a product of my daydream), who is to say this isn’t TBWAs office kitchen? Or perhaps it was where this “insight” was “cooked up.” A productive meeting no?

Advertising Agency: TBWA Istanbul, Turkey
Creative Director: İlkay Gürpinar
Creative Group Head: Volkan Karakasoglu
Art Director: Can Pehlivanli
Copywriter: Esin Erol
Photographer: Nejat Talas

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