# Explosive Advertising Cierto Express Shows Mustard & Ketchup as Grenade & Bomb By Ayman | Published 2009-04-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cierto-express-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/cierto_express_mustard) While it's always unpleasant to get a mustard or ketchup stain, I never thought of it as an extremely serious issue that may jeopardize security. However, these new ads for [stain remover](https://www.trendhunter.com/trends/all-flavour-no-mess) Cierto Express beg to differ. The ads show [mustard and ketchup bottles](https://www.trendhunter.com/trends/colmans-squeezy-bottle) as hand grenades and bombs, respectively. The ads were created by [Mayo DRAFT](https://www.trendhunter.com/trends/seriously-serious) FCB Quito, Ecuador. Advertising Agency: Mayo DRAFT FCB Quito, Ecuador, Creative Director: Carlos Serrano, Art Director: Andrés Santos, Copywriter: Felipe Arcos, Illustrator: Wangopolo, Other additional credits: Sebastián Barrera, Alejandro Muñoz, Published: April 2009 **Implications** - Advertisements that use metaphors or comparisons, like this Cierto express campaign, illustrate a message quickly in a simple way that is easy to understand by all. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 31% | Activity: 43% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, 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 - **Metaphorical Advertising:** Using metaphors or comparisons in advertisements can quickly deliver a simple and understandable message. - **Creative Visuals:** Incorporating visually striking elements, such as portraying condiment bottles as grenades and bombs, can capture viewers' attention. - **Unconventional Messaging:** Crafting advertisements that present everyday products in unexpected ways can generate intrigue and interest among consumers. ### Industries Being Reshaped - **Advertising:** The advertising industry can explore the use of metaphors and unconventional visuals to enhance brand messaging and capture attention. - **Household Cleaning Products:** The household cleaning products industry can leverage creative visuals and unconventional messaging to differentiate their products and attract consumers. - **Food Packaging:** The food packaging industry could embrace unique and eye-catching designs inspired by unconventional associations, appealing to consumers in new and innovative ways. ## Related on Trend Hunter - [Cross-Border Condiment Campaigns](https://www.trendhunter.com/trends/smuggler-marmite.md) - [Film-Inspired Condiment Ads](https://www.trendhunter.com/trends/heinz-smiles.md) - [Condiment Spill Insurance Campaigns](https://www.trendhunter.com/trends/ketchup-insurance.md) - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md) - [Fake Ketchup Campaigns](https://www.trendhunter.com/trends/heinz-campaign.md) - [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md) - [Humorous Condiment-Inspired Campaigns](https://www.trendhunter.com/trends/endcondimenthoarding.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Scary Ketchup Expiry Campaigns](https://www.trendhunter.com/trends/expired-sauce-hunt.md)