about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (3)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Hysterically funny, and beautifully produced. Nice ending tagline as well.

    But why is the dancing framed as a play with a retro title card? (Reminds me of the time someone wanted to add an applause track! to one of my TV spots. Oww.)

    Does it really need that frame?

    Apr 13, 2005
  • Dabitch's picture
    Dabitch

    I think the theatre-look and title-card is a good way to solve it, I mean the ad gets funnier whe you know that it's called "Dirty Fruiting", so it was either this (which makes sense when the whole ad is a bad play) or a Super (which would make less sense). Good Art Direction, I say. :)

    Apr 13, 2005
  • caffeinegoddess's picture
    caffeinegoddess

    The entire campaign is framed this way. I think part of it is also to make sure the audience "gets it", just in case people aren't totally paying attention...which is common with ads (well, except for us adgrunts!). I think it works well...it's not too overbearing or anything and is pretty seamless with the spots.

    Apr 13, 2005

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