You are sure to have encountered the new advertising spot of Unicum in the past few days, which is, just like the ones before, some fine work. As also shown by previous materials, the ad, which commemorates the 225th anniversary of Unicum this year, is once again characterized by positivity intertwined with the product.
The ad leads us through the events of the 225 years from the beginning, starting with the scene featuring Joseph II and Dr. Zwack, moving on to the introduction of the Hungarian cavalry equipped with whips fighting in the 1848-49 war of independence, demonstrating the Hungarians’ will to fight. The next scene, drawing parallels between Hungarian sporting achievements back then and today, displays Alfréd Hajós, raising his goblet proudly in the hall of the Parliament under construction – a clear indication of the unquestionable achievements of our sporting history. Next, the ad features the view of today’s Heroes Square in a festive atmosphere, the positive spirit of which ends the block.
Naturally we also wanted to reflect on this significant anniversary of Unicum and as always, we do this in the form of a print. This, however, comes with a little extra: we also publish a less successful, dismissed idea; a print distorting the classic Unicum poster serving as the basis for the materials in light of the passing of time.
“There is no such thing as bad publicity”, however, this ad does not commemorate the liquor in the respectable way it deserves to be.
The aim of the Unicum poster I used as the basis for my work was to seek attention already in the beginning of the 1900s. “The means of attention-seeking has become the »monster« in opposition to the beauty of Art Nouveau.” In this case, the drawing of the product wished to be sold was not defined by sense of taste and grace, but the contrast of means of expression, and this was my aim with the poster presented first.
Finally, I considered this poster to be worthy of the memory of the poster of more than 100 years and the 225-years-old mystery of the liquor, which is made up of “a mixture of more than forty medicinal and culinary herbs.”