This Campaign for Fuego Azteca Dispells Arguments with a Statement
Alexander Lam — July 4, 2013 — Marketing
References: adsoftheworld
A series of comedic and deceptive ads for Fuego Azteca Hot Sauce show potentially infuriating situations that get turned around with a simple statement. Conceived by Ecuadorian ad agency Koenig & Partners, the print ads were created to emphasize Fuego Azteca's mild taste in a hilarious manner. Accompanying the humorous scenes is the text, "spicy, but not that spicy."
Just as the scene is about to turn into a heated argument, the ads add additional statements that dispels the conflict. One scenario shows a woman telling her man that "I maxed out your credit card" and then following up with "On extremely expensive erotic lingerie." Another scene has a wife telling her husband "My mother is coming to live with us" following with "for her last three months of life."
Just as the scene is about to turn into a heated argument, the ads add additional statements that dispels the conflict. One scenario shows a woman telling her man that "I maxed out your credit card" and then following up with "On extremely expensive erotic lingerie." Another scene has a wife telling her husband "My mother is coming to live with us" following with "for her last three months of life."
Trend Themes
1. Deceptive Humorous Ads - Opportunity to create comedic ads that resolve and prevent conflicts or misunderstandings through humor
2. Mild but Flavorful Products - Opportunity to create mild-flavored products that still offer quality taste
3. Statement-driven Advertising - Opportunity to create ads that rely on positive or neutral statements to dispel potentially negative situations
Industry Implications
1. Food and Beverage - Opportunity for food and beverage companies to use humor in advertising campaigns to attract customers
2. Fashion and Lingerie - Opportunity to advertise lingerie products with a positive twist, emphasizing relationship building and humor
3. Multigenerational Living Services - Opportunity for senior living service providers to create positive advertisement campaigns by emphasizing elderly aging and the joy it can bring to families
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