28.01.2008 by Zoltan

PK Australia

Being an Aussie, this latest work for PK got my attention immediately, because its a real progression from the ‘refreshes your breath’ positioning I remember whilst growing up. It used to be all about the confidence to eat onion rings on your salad. But with the new line “goodbye awkward”, PK gets into an whole other territory, much closer to the humour of that ‘close talker’ episode of Seinfeld. Add to that some beautifully executed photographs of near-empty spaces and you have a simple, humourous and yet very powerful piece of communication by DDB Australia.

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