If innovative ideas are what you care for, this ad might interest you. ADESF, an organization that aims to get people to quit smoking, sought the help of Neogama/BBH agency in Sao Paulo, Brazil for its awareness campaign. The ad poster has a number of almost naked women sweating it out in the distant future. The ad copy urges ‘In 2042, the temperature in big cities will increase by 8 degrees on average. Live to see it. Quit smoking’. The curious part is, the ad seems to send two messages; one, to quit smoking and the other about global warming.
Now, smoking does not contribute a lot to global warming. The ad certainly has one thing in mind, get men to quit smoking but the message seems to be drowned by the attached message of global warming. It also doesn’t make logical sense to talk about the year 2042, as most smokers now would have grown too old to be interested in young women. The ad expects the smoker to quit smoking in order to look forward to skimpily clad women whose lack of clothes, is a result of exceeding temperatures. An example of dilution of message, the ad could have stuck to conveying a single message.
Via: PixelPastaHome
