Sometimes, advertising is a creative way of telling lies in a convincing way. Sometimes, truth is exaggerated. Yes, even truth too can be blown out of proportion in advertising. Sometimes it is a mixture of digitally enhanced half-truths and photoshopped half-lies.
This advertisement for Kanechom anti-dandruff presents delicious food for throught on this somewhat-subtle subject. The ad claims- Kanechom anti-dandruff eliminates 97% of all dandruff.
This claim is quite unusual. Naturally all those brands claim 100%. But this clever concept makes use of the basic dubious nature of human beings.
CREDITS
Advertising Agency: Filadélfia, Belo Horizonte, Brazil
Creative Director: Dan Zecchinelli
Art Director: Daniel Correa
Copywriter: Lucas Antunes
