[2013戛纳银奖]Bauducco 吐司：永远不要忽视配角的力量

文/Aoi @顶尖文案TOPYS

不得不说这则BAUDUCCO吐司的平面广告很聪明，没有选择大多数人食品广告“芬芳诱人”的传统路数。

蝙蝠侠一望便知，罗宾却默默无闻；披头士乐队里，除了约翰列侬，你不一定能说出其它成员的名字。人物的头被置换成吐司和蘸酱或许有点无厘头，但配上文案意图就很明显了——“永远不要忽视配角的力量”。言下之意，没有蘸酱吐司的风味可能也会打折扣哦。有捆绑销售的嫌疑。^__^

视觉效果良好，文案颇具智慧。获2013戛纳平面类银奖。

原图：

\"Never underestimate the supporting role.”

Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Luiz Sanches
Creative Director: Marcos Medeiros, André Kassu, Bruno Prosperi, Renato Simões
Copywriter: Marcelo Pignatari
Art Director: Marcelo Tolentino
Photographer: Mariana Valverde
Art Buyer: Teresa Setti, Paula Feijo
Account Supervisor: Fernanda Antonelli, Pedro Fragata
Advertiser’s Supervisor: Paulo Cardamone
Planner: Cintia Gonçalves, Fernanda Barone