Champiro Tires California

José M ª Flo: The Art of appetite appeal.

few days ago I read that White Hen to launch a line of "salads to drink": tomatoes with basil, tomato and cheese and asparagus with olive oil. Ie, that before we ate at home or in a restaurant, a plate full of color and taste, now in liquid form and in a convenient single package. And as we are in times of salads, vegetables and diets, just days before I received the news of the new campaign for Knorr Vie, these vials they say, we contribute 50% of our daily requirement of fruit and vegetables.

I'm not the one to criticize a product that I have not tested and that they probably do not prove, but I feel entitled to say that this is happening to our food, I like it. It

we spent years pounding the fast food concept, years claiming the Mediterranean diet, years educating our children to eat with your mouth closed, not to speak with his mouth full, chewing each bite a thousand times, not support the elbows on the table, cutting food well and make every meal a relaxing and enjoyable time, so now come and tell us what is best for our sucking power is tetra-brick on the subway or walk to the office.

I do not want to seem old and outdated, and to say that I understand the "modern people" has changed the table for a drink of isoflavones and a ration of active bifidus and despite that, they feel happy, but I refuse to accept that food is taken away one of their key senses: sight. Because, at least to me, I like to eat not only a good Caprese salad, I also like to see the color of sliced \u200b\u200bfresh tomatoes, interspersed with slices of real buffalo mozzarella, sprinkled with chopped basil from my garden, a pinch pepper and salt, and a drizzle of olive oil virgin. To that, in my early years of advertising, called him "appetite appeal", which is nothing else than the appetite, attractive dish has to have, to awaken our desire.

José María Flo is what is called advertising film and Home Economist, ie, a specialist in doing that, from a simple cold to a salad frozen lasagna from a vacuum-packed and appear before the public with a image just to make us exclaim: Mmm! Great!

course to achieve this effect is not sufficient to remove the product from its packaging and films, not only because the products themselves are not always palatable to leave of the box, but because the shooting conditions - weather, light, temperature, handling, etc .- require the use of materials that have nothing to do with the original.

that advertising, for a shoot, using fictitious products to simulate real food, I accept it professionally. What I humanly difficult to accept is that the products of truth, now are fictitious. What will become of my life when someone throw the Argentine asado chewable tablets, which I like to feel that wonderful smell of wood and while the meat is done, share wine with friends? Share

Best Sacred Beast Deck 2010

Armed Forces: A difficult product to sell? Go to the toilet

I just read the news that Young & Rubicam is responsible for the campaign of the Armed Forces this year. A campaign carrying the slogan "For your future, for all", and has a budget of 2.5 billion euros, although the Ministry of Defense allocated this year nearly 12 million in advertising.

According to the article, the action is to convey the image of a modern armed forces, dynamic and ready to take risks in an increasingly complex world.

I think it has to be very difficult for a creative, sell a product like this. Can be very creative?, what is the benefit?, what is the promise?:

Do you see the armed forces and learn to defend yourself or to kill?, "Come to the Armed Forces and travel the world with all expenses paid? , "Armed Forces Come and learn how to defend the homeland, even if the country of Iraqis or Afghans? or ... Come to the armed forces and participate in more peacekeeping missions than an NGO?

honestly do not know. I do not like guns, no wars are cool to me, I draw the parades. But someone has to make the campaigns, I say. Because it is clear that, like it or not, the armed forces there and there are thousands People with true vocation, they find there their personal and professional. And I understand, in the same way I respect and appreciate the fact that those thousands of men and women are risking their lives on each mission, although the idea has had three meeting in the Azores paranoid or a handful of politicians comfortably sitting in Congress.

time ago I had the opportunity to interview Paco Grande, K Group Creative Director and responsible for the Arc of the military campaign 2004. A campaign that won an award for efficiency and, as he told us was a great challenge for his team. A challenge that now it's up to Young creative & Rubicam. Share

Conestogo Wood Stoves

next advertising! Confessions of an Advertising



feed a Blog This is fantastic, because although it requires you to publish something interesting, at least a couple of times a week - which I always do - also gives you the freedom of being home, quiet, looking for a good content for your readers.

I, for example, right now I'm home, enjoying a good wine, hanging an interview he did in What Idea! Fernando Ocaña, Tapsa agency president, and with the program Who Drop Drop on TV.

In this interview, with a friendly tone and didactic, Ocaña talks about the importance of the relationship between client and agency, the daily effort to provide good service and constant pursuit of creativity, to ensure the effectiveness of a campaign.

was hoping that the climb video to YouTube when suddenly I hear Manuel Fuentes, director and presenter of CQC, to say the following sentence: "And now, get out to the toilet, prepare something to eat or do whatever they want, but once again we have many things to tell. "

could not believe it: How can it be that the presenter of a program whose existence depends not only on its audience, but investment advertisers, invite people to do anything else except see advertising?

Many years ago I heard a similar phrase in the mouth of Bertin Osborne and sent him a letter through its representative, to remind you that one or two months ago, had been in Barcelona rolled to my agency, three spots Pate The Herd by those who had gained a few million pesetas.

all know that the endless blocks that make us televisions, especially in prime time , it is impossible quedarser sitting watching ads, they are very noticeable. But from there to the presenters invited us oblivious to advertising, I think a contradiction.

conventional advertising, ie the typical spot is doomed to extinction. And it shows the growth of audiences are having other means, other formats, much more efficient and equally creative. But for now, for advertisers, TV remains, in quantitative terms, the middle king.

I, personally and professionally, I hope that agencies like Tapsa continue betting on the creativity, not only to create ads that appeal to the public and keep it sitting in place, but also to create other forms of advertising that does not have to struggle against twenty other spots of the block, against the justified impatience of viewers and against dissociation amazing that there are now between television content and advertising that finances it. Share

M Jak Milosc On Line Chomikuj

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There was a time when advertising agencies in the world were driven by advertising. Creative as David Ogilvy, Bill Bernbach, Mary Wells and Leo Burnett not only gave the name and prestige to their agencies, but also from its headquarters in New York or Chicago, marked the way forward for all its offices. They all died before their agencies to become huge groups media, now controlled by other groups that do not necessarily belong to the world of advertising.

I was fortunate to work almost ten years at Ogilvy & Mather, eight in Argentina and two in Spain. A decade in which David Ogilvy still alive. Federico Ortiz, president of Ogilvy Buenos Aires, was a great friend of David and every year with him in his famous Toufot castle in France, to discuss the campaigns that we made in our country.

Thanks to the recommendations of Federico, Luis Bassat gave me the opportunity to come to Barcelona to continue my career here. Something that will always be thankful to them.

A day in 1989, Vicente Cruz and I were working in our office, Louis opened the door and only the head poking out, he said: "I have brought a junior editor and I'd like you hiciérais a site to your side." When you open the door, we discover that "junior editor" was no more and no less than David Ogilvy , with his trademark red suspenders and a big smile.

That year, Vincent and I had received over 10 gold statuettes by byly deodorant spot we had done the previous year. But at least for me, the most important award was the hug and congratulations from David Ogilvy.

David and Frederick, unfortunately, are gone. And Luis, in March this year, left the agency and the international board of Ogilvy. So I want this interview he did for our program, serve as a tribute to the three advertisements that gave me the opportunity to learn and work in one of the best agencies in the world. Share