A campaign with a sweet flavor of male chauvinistic tone, well if you take it in that way. and, more serious, a bit anti-gay, well, if you take it in that way. However, the communication is smart.
This print campaign for RDCA academy of martial arts, developed by Zubi Advertising, USA, features cute little boys who is about to step into effeminate/gayhood. Nail polish and ladies shoes. To the concerned parent, the campaign just says only this- Karate lessons. So that they can deviate their kids âgirlish habitsâ
Indeed, the campaign is centered on traditional concept about manhood, though not intentionally. But the communication is, when we consider its possible effect on the target audience, is above average.
CREDITS
Advertising Agency: Zubi Advertising, USA
VP Creative Director: Andres Ordoñez
Creative Director:Ivan Calle
Associate Creative Director: Mauricio Candela
Art Director: Francisco Losada
Copywriter: Vicent Llopis
Photographer: The Blur Office
Retoucher: Iancarlo Reyes
Via: Ads of the world
