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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