When I came across this advert for Parmalat Hot Ketchup it immediately grabbed my attention. It was created by Brazilian agency, DM9 DDB Publicidade, Sao Paulo in 1999. I think it is a brilliant example of communication design and admire the simplicity of the image, which works to great effect. The pouring ketchup takes the form of a mouth on fire, as if they have just eaten something really spicy. The blurring of the image intensivies the feeling of heat and the red colour scheme glows above the black background. This ad shows that simplicity is the key to successful communication - just one simple element delivers the message of this brand.