INTERNATIONAL: International Gallery; Umbrella Bates

In the developing world, cooking staples, such as oil and maize, form much of the backbone of advertising. With limited technical resources, and a public turned off by sophisticated advertising, it is easy for all ads to look the same. However, in Vietnam, Bates gets the message across with wit. The print ad shows a fish, which has heard so many good things about Cargill’s Umbrella cooking oil, that it leaps out of the goldfish bowl into the frying pan. The headline reads: ‘If I am to be fried, give me the right to choose Umbrella.’ Underneath, the text tells the Vietnamese public, who are still coming to terms with the concept of brands, that Umbrella ‘maintains the flavours that you create’.

In the developing world, cooking staples, such as oil and maize, form

much of the backbone of advertising. With limited technical resources,

and a public turned off by sophisticated advertising, it is easy for all

ads to look the same. However, in Vietnam, Bates gets the message across

with wit. The print ad shows a fish, which has heard so many good things

about Cargill’s Umbrella cooking oil, that it leaps out of the goldfish

bowl into the frying pan. The headline reads: ‘If I am to be fried, give

me the right to choose Umbrella.’ Underneath, the text tells the

Vietnamese public, who are still coming to terms with the concept of

brands, that Umbrella ‘maintains the flavours that you create’.



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Country Vietnam

Agency Bates representative office, Ho Chi Minh City

Client Cargill

Copywriter Turong Tiet Truong

Creative director Stefan Graefe

Photographer Peter Steinhauer

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