Foto Friday – Tal Menkes’ Dreadful Delights

January 13, 2012 - 12:12 AM by

Tal Menkes is a copywriter at advertising agency Mccann Erickson, Tel-Aviv, Israel. In addition to his day job of penning award-winning ads, Menkes’ fevered brain works overtime several times a week to create Mutzar Ayom, a photoblog of seemingly useful yet cheerfully useless objects.

The name takes the hackneyed shopping channel phrase mutzar ha-yom, “product of the day”, and replaces it with the word ayom, meaning “horrible”. And indeed, many of the products are in fact, delightfully dreadful examples of visual wordplay.

Some of the ideas are universal in nature — others are unmistakably Israeli, for example, this toy soldier armed with mother’s cooking…

Water concentrate, as opposed to the ubiquitous sugary red mitz petel, so ingrained in the Israeli child’s psyche — and the Israeli child’s teeth!

A reversed three-fer electric adaptor…

A floor squeegee that actually gets into corners…

And my personal favorite, the real and original dubon coat.

Menkes also runs a Mutzar Ayom Facebook page in which followers are invited to comment on recent postings and share their own imaginary product ideas. Who knows, some might even make it into production — after all, if the Crembox can be an actual product fulfilling an actual need, then anything’s possible.


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