Ready for a smile? As an adman, I must say that I am pretty jaded when it comes to most American advertising, American culture is pretty uptight when it comes to things like humor, perspective and sexuality. So when I skim through online ad resources of international advertising forums for inspiration, I commonly run across gems like this campaign for ültje Crispers; 'Chakalaka', a flavored brand of coated peanuts that claims to make you "feel like you're in Africa" (that's from their web site). While I don't fully understand the motivator behind the line "Discover Africa's spiciest secret", I kind of don't care.
The real beauty of this campaign comes in the form of African wildlife revealing their naughty side as a qualifier for the sensual, lust-filled sensations you will experience when popping ültje's nuts in your mouth (yes, American reader, I just wrote that).
Aside from the sheer inventiveness and compelling quality of these three illustrations (and the fact that Giraffes are my favoritest animal ever!), the suggestion that eating these coated peanuts can take you to another place – one of ecstasy – is just terrific. There is nothing shameful or wrong about the messaging and what's more, the ads need our own, twisted familiarity with fetishes, lingerie and adult toys to complete the messaging. Some of my favorite kind of messaging by the way (the personal connectivity part – get your head out of the gutter!).
This campaign won't win a Gold Lion at Cannes or sweep 'best of show' at the Art Director's Club in Hamburg (much less New York) but it does remind us that the world of advertising can be wild, untamed and fun. I applaud a consumer company – albeit a European one – to take a "position" like this. If you feel offended, please don't. It's just an ad – an ad with entangled Giraffes licking each other. What's wrong with that?
Advertising Agency: Kolle Rebbe, Hamburg, Germany