One of these days I want to be a judge on an advertising award in Israel, because I'm constantly amused by the lateral hacks along all ad media they manage to pull off over there. Also, I suspect that you can do this because everyone in advertising and marketing knows each other over there, so y'all ned me as an outside judge (call me!). How else can you explain how Coffee Shot pulled this one off? To illustrate - on radio - how it wakes you up, they aired two versions of other brands & companies adverts. The sleepy version first, and then the after coffee shot buzzed & awake version. Selling insurance, air conditioning, department stores ... and Coffee Shot, during each commercial break. Pretty funny, and the point is well made. Coffee Shot's sound logo is that battery alarm clock sound, reinforcing the "wake up" proposition.

Advertising Agency: BBR Saatchi & Saatchi Chief Executive Officer: Yossi Lubaton Executive Creative Director: Nadav Pressman Creative Director: Eran Nir Copywriter:Tomer Gidron, Eran (Shushu) Spanier Art Director: Aia Bechor Kujnitzky Production: Dorit Gvili Creative Case Writer: Eva Hasson Producer: Odelia Nachmias Account Group Head: Maya Salomon Account Supervisor: Moran Lupo Account Executive: Chen Halpern Strategic Planning: Shai Nissenboim Planner: Gilad Kremer Traffic: Roniot Doanis

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.

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