These Henckels Knife Ads Cleverly Show Off Their Sharpness

By: Laura McQuarrie - Published: May 22, 2014 • References: www2.zwilling & adeevee
This three-part ad series for Zwilling J.A. Henckels AG Miyabi knives looks at 'The Beauty of Sharpness.' The print advertisements are set up with food items like salmon and fruit that have been sliced incredibly thinly, demonstrating that by laying the slices one on top of another, they're nearly transparent.

In addition to this, the thin food slices are made to look like knives themselves, with text below forming the handles of the different knife shapes. The text that forms each of the handles goes into more detail about each knife type and what it is best for cutting. Although the ad is a little abstract and you might not know it's for a knife, it's quite brilliantly presented when you do look a bit closer. Stats for Precise Slicing Knife Ads Trending: Older & Warm
Research: 978 clicks in 104 w
Interest: 1.2 minutes
Concept: "Henckels"
Related: 51 examples / 39 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: tribalesque folding blades, liquified gel knives, and customized knife builders.