Henckle knives is a brand of cutlery and cookware for serious cooks. Henckle carries cutlery from butcher knives to bread knives, from scissors to carving forks. Their knives are well known, so an ad that is witty, fun and memorable was needed for cooking inspired magazines.
I went through many ideas when trying to come up with this ad. Slogans, tag lines and "sayings" are over used and boring. So, I resorted to my child hood and came up with the idea of using the ending of a nursery rhymes to describe a few of the utilities that Henckle sells.
Nursery rhymes evoke child hood memories. These memories are usually associated with times of feeling good. By applying this nursery rhyme to this prestigious brand of knives, the same feelings will be associated with Henckle Knives. Fun and witty ads stick with consumers, and this ad, is no exception.