SK Bedding has launched this print advertisement campaign to promote its dreamland night mattresses. The campaign aims at exaggerating the notion that a wicked usually has no rest and the mattress is efficient enough to provide rest even to them. The campaign is portraying world leaders such as George Bush, Robert Mugabe and Kim Jong as wicked persons to exaggerate its idea of wicked people in the ads. The advertisements are showing how even these wicked person can comfortably sleep on the mattresses in the focus. The campaign aims to describe different negative aspects of these leaders in order to present them in a negative perspective and thereby highlighting the importance of the product.
The execution of the idea suggests that it has over exaggerated the concept and consequently made it a bit imposing and forced. Moreover, a similar idea has recently been exercised in another campaign. Though the product benefit has been defined but it would be difficult to translate it as an effective one. However, the art direction of the campaign is really fantastic.
The punch line of the campaign reads, ‘who says there’s no rest for the wicked?’ The campaign was developed by Publicis, South Africa.
Via: Ads of the World
