# Creepy Double-Faced Ads The Berlitz Language Center Campaign Promotes Flawless Foreign Speaking By Meghan Young | Published 2013-06-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/berlitz-language-center-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/06/berlitz-language-center-afrochina-indijap-arabmerican/) & [hakuhodo.jp](http://www.hakuhodo.jp) The Berlitz Language Center campaign takes a creepy yet [creative approach](https://www.trendhunter.com/trends/kiehls-response) to illustrating the benefits of the company's services. It revolves around [surreal portraits](https://www.trendhunter.com/trends/you-are-how-you-car) that depict another person emerging from the impossibly stretched mouth of the actual speaker. For instance, a Chinese man is revealed inside of an African American. This drives home the tag line, "Speak like a native." Conceived and executed by Hakuhodo, an ad agency based in Jakarta, Indonesia, the Berlitz Language Center campaign is clever, if in a rather [shocking way](https://www.trendhunter.com/trends/cellphone-bill). It was art directed by Fahmi Rahmadiputera, Chokyan and Hoh Woon Siew with creative direction by Lucy Novita. The images were shot by photographer Clarissa Peddy and post-produced by retoucher Anka. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 79% | Activity: 78% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Creative Advertising:** More companies will opt for creative and provocative advertising campaigns to capture the attention of their target audience. - **Personalized Services:** Companies will offer personalized services to cater to the unique needs of individual customers, such as language services that focus on speaking like a native. - **Hyper-realistic Imagery:** Brands will embrace hyper-realistic imagery in advertising to create a sense of intrigue and appeal to the senses of the audience. ### Industries Being Reshaped - **Advertising:** Advertising firms and marketers can utilize hyper-realistic imagery and bold storytelling techniques to help clients stand out in the crowded marketplace. - **Language Services:** Language service providers can leverage the trend of personalized services and offer tailored courses that provide a more immersive experience and help learners speak like a native. - **Photography and Post-production:** Photographers and retouchers can cater to the increasing demand for hyper-realistic imagery in advertising and other visual media. ## Related on Trend Hunter - [Unique AI-Generated Ads](https://www.trendhunter.com/trends/skinny-mobile.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Gen-Z-Targeted Language Platform Campaigns](https://www.trendhunter.com/trends/duolingo-ads.md) - [Cheeky Inaccurate Language Museums](https://www.trendhunter.com/trends/museum-of-wonky-english.md) - [Localized Language App Collaborations](https://www.trendhunter.com/trends/fred-farid.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Human-Like AI Video Dubbing](https://www.trendhunter.com/trends/bemultilingual.md)