Description
This Nutella ad cleverly uses humor and visual storytelling to capture attention and build emotional resonance with consumers. The design is split into two simple panels: the top shows a clean butter knife labeled “Knife before Nutella,” while the bottom displays the same knife alongside the caption “Knife after Nutella,” with a small Nutella jar below. The implication is that once Nutella is introduced, the knife becomes irresistible likely smeared with chocolate-hazelnut spread and never left clean again.
The brilliance of this ad lies in what it doesn’t show. It lets the viewer fill in the gaps, triggering a shared experience. This taps into nostalgia and indulgence without needing any elaborate imagery.
By focusing on a mundane object like a knife, the ad makes the everyday act of spreading Nutella feel special and even humorous.
