So second-hand smoke replaces (a) kills; (b) shoots; (c) death; or (d) all of the above? This analogy renders cigarettes as deadly a weapon as a gun, and reading the fun facts dancing along the bottom of the billboards, I suppose it’s not just an analogy. Great, I get it. But will the obnoxious smoking 16-year-old who has to actually think for a second, and sees just one of these ads, not five of them in succession? And more importantly, will he care?

Because, really, the fact that smokers are more than willing to give themselves lung cancer, in spite of all the negative advertising and scientific evidence, suggests that they aren’t careful enough with their own life, let alone anyone else’s. There is more than the eminent health danger of second-hand smoke in this ad, but the danger that control over these potential consequences is placed in the (nicotine-stained) hands of anyone but the victim.

“We Draw the Line” is an impressive campaign by the Department of Health in Wyoming, one which draws a distinction between good and bad choices, as well as their outcomes. The website outlines “Why we have to start looking for that line before we cross it,” which seems like a great idea in theory. But as mentioned, great ideas can often be lost on those who willingly coat their arteries in tar-like substances.

Speaking as someone who was once a susceptible waitress, and is now thankful that smoking is no longer permitted indoors in Australia – the Wyoming Department of Health should take their tax payer dollars and direct them towards some serious lobbying, instead of expensive billboard ads. Tobacco companies may not even put up as much of a fight, considering that recent court cases have found them liable for lung cancer fatalities. The rest of the world – well at least England, Canada and Australia, have caught on to the whole passive smoke is bad thing.   It’s time the Wyoming legislature did too.

Advertising Agency: Sukle Advertising & Design, Denver, USA
Creative Director: Mike Sukle
Art Directors: Andy Dutlinger, Jeff Euteneuer
Copywriters: Jim Glynn, Zac Spector
Released: December 2008

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I know the whole “we’re a pack of smokes WITH A BONUS of lung cancer!” form of advertising is often considered effective. But when that technique is employed for even more serious issues, i.e. drug abuse, the irony can almost come across as trivial.

These ads almost make drugs look, well, cool? And whilst that could be a part of the irony, the copy is light-hearted (and horribly translated) instead of smouldering with sarcasm. And do people pop pills while driving? I don’t doubt that coke addictions can ruin relationships, in fact, the cocaine addict reading this poster might actually connect with that little scenario.

I’m not sure that this Foundation are on the right track. Whilst the ads are eye-catching, and sure, any junkie is going to be drawn to big colourful copy of his ammunition of choice, the serious consequences of drug addictions are painted in a nonchalant, almost jovial light.

The art direction might be good but it really doesn’t catch the seriousness of the situation. Using humour or wit for a Foundation Against Drug Addiction is a dangerous path to follow; remember the laughing and happy ‘Adult Survivors of Child Abuse’? Maybe I’m stuck in the dark ages – but a drug campaign needs to be more…dark? Not just pretty little blue pills that kind of look like candy.

Advertising Agency: Sra.Rushmore, Madrid, Spain
Creative Directors: Paco Conde, Quito Leal
Published: January 2008

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Neighbourhood watch for puppies? In print it sounds amusing, in reality its anything but. From the thumbnail, the last image actually looked like an open goal with a soccer ball waiting to be kicked.

It’s strange how animal cruelty in humour has pervaded popular culture: we all laughed at the “Your daughter kicked my dog” clip, and think the “kick the cat” is an amusing dance routine. But somehow, through the laughter, many of us missed that this is a continuing issue.

An entire field of study within the legal profession has recently emerged, known as Animal Law, which considers the rights of animals, and indeed, who will protect those rights. It seems that whilst pets are popularised through films and entertainment as a part of the family, the reality is often starkly different. Furthermore, as defenceless creatures, if their owners aren’t treating them in a way that they deserve, who will?

Pets are often bought as companions to the lonely, but too often, that same loneliness can turn companionship to violence. This ad highlights this too well: the isolation of the pup, the foetal, vulnerable pose. I find that animal cruelty ads often strike a similar chord to child abuse campaigns – to me, both subjects are unnecessary and unprotected victims.

My only complaint would be the copy – it’s generic, un-touching and really unnecessary. “Stop the abuse.” Seriously? Well now that I’ve read that, I want to do something. The simple imagery of these ads are effective, dogs are not mops, soccer balls or concrete posts. It is sad that we need fancy advertising and Photoshop to protect animals. But if the Animal Anti-Cruelty League actually want to “stop the abuse,” something a little more inspiring, and a little less like jargon, might just be required.

Advertising Agency: Lowe Bull, Cape Town, South Africa
Creative Director: Kirk Gainsford
Art Directors: Cameron Watson, Tariq Bailey
Copywriter: Aaron Harris
Photographer: Bryan Traylor
Published: November 2008

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I can’t pretend that I have any familiarity with the Buddhist population, or their individual senses of humour. Would they laugh at the idea of their revered figure’s light being sourced from a Mag-lite torch. as opposed to some divine inspiration?

I’ll admit, I’m not Buddhist, but even I find the humour in this ad toeing the line of insulting.

Religion has contributed to a  range of highs and lows in today’s society. It has the ability to give hope when all seems futile. the ability to unite so many in spite of their differences, and in times of need, even those who are too proud to ask for help can secretly acknowledge their shortcomings.

Yet, religion has also played an insurmountable role in conflict throughout history. This isn’t a debatable theory: religion, people’s reaction to religion, people’s adherence to religion – all have drawn far deeper lines in history than any state borders.

So mocking religious beliefs can have far deeper consequences than were first imagined at the drawing board. The reaction to cartoons of the Prophet Muhammed published in Denmark are well-documented; embassies were closed, riots ran free and many died as a consequence.

It’s always possible that some will appreciate the humour (although that might require better execution than this effort). But the commercialisation of religious iconography is rarely considered amusing by the religious. Plus, should we really applaud creativity if it is disrespectful to another culture? Speaking in the name of advertising should never take precedence over speaking against the name of someone’s religion.

Advertising Agency: DRAFTFCB Caracas, Venezuela
Creative Directors: Macoco Moreira, Carlos Rusconi
Art Director: Francisco Kalatayú Jimenez
Copywriter: Diógenes Méndez
Photographer: Kalatayú
Published: December 2008

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The desire to get away from humans has existed since one’s first contact with humans. This need is not confined to the emotional teenager or the old man who loathes today’s children (particularly the emo teenager). It is felt by the child to the aunt, the colleague to manager, and the roommate to room-acquaintance. It is not that you utterly despise these people. Rather, you spend much of your time with them; searching for a way out.

I have termed such individuals as “small doses.” I am comfortable with spending up to 9.4 seconds, after which time my body wants to move. I have also come justify them as “good value.” They contribute some humour/action/vivacity to my life, but like illicit drugs are recommended in small doses.

The laptop and wireless internet connection have aided this small quantity control. Few would call it ill mannered if you excused yourself with the devise in hand.

Agency Three Drunk Monkeys have effectively captured this handy hand-held homage to modern technology. The photography is grotesquely beautiful. It is embodied with such detail- the hair under the armpits, the dark circles, the takeout grease. They have captured a moment that instantly makes us think of the equivalent in our own lives. The copy is equally genius. I can confidently say I have heard 3/5 vey similar remarks from ‘small dose’ acquaintances.

While the art direction deserves praise, my only criticsm is initially I thought this was advertising new rentals/property. It took me a moment to relate the “move” with broadband.

Nonetheless I feel it has somewhat of an anti-drug campaign look about it. For example take the puking man and replace the copy with “I was so wasted I skinned my other cat, and is now worn on my head.” I know it’s a cruel and far-fetched example, but this likeness to a drug campaign only justifies these people as ‘recommended in small doses.’

Advertising Agency: Three Drunk Monkeys, Sydney, Australia
Executive Creative Directors: Justin Drape, Scott Nowell
Creative Director: Noah Regan
Art Director: Matt Heck
Copywriter: Damian Fitzgerald
Photographer: Simon Harsent
Group Content Director: Jenny Lipson
Content Manager: Daniel Deutsch

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Any real music enthusiast would be ripping into this. Now I know there are different tpes of rock music ie alternate, folk, psychedelic, punk, progressive etc, each involving different playing styles and formulas. While i cannot give a tutorial on each, I am confident that somewhere in the past 50 odd years rock gods have used a violin and/or tambourine.

It is difficult for me to understand that this creative team is not yet familiar with music of The Beatles, Eagles, Pink Floyd, Aerosmith and Led Zepplin. I mean come’on even Bob Dylan has a mean violin in Hurricane. How can you have the headline “only rock” and fail to research rock? Importantly how could the client sing its praise?

This is in fact so disturbing that I was determined to be proved wrong. The answer would surely be found in further investigation of Berlin Discos. Wrong. The print fails to offer a call to action ie a website. Not only have these four people failed to recognise music’s progression, but also technology’s.

In the event of no URL, Google will find the goods. Try Goggleing ‘Berlin Discos‘. You will be entertained with Berlin’s hot nightclubs. I could certainly be overlooking something (and if that is the case please inform me. I’m and open song book). However I know that I have not missed a note on violins and tambourines in rock. You can Google that.

Poor music knowledge and failed communication aside, the photography is quite effective. Simple and interesting. Perhaps an anti-street-busking group may find use for them.

Advertising Agency: Fields, Brazil
Creative Directors: André Sartorelli, Fernando Lopes Art Director: Lucas Zaiden
Copywriter: Paulo Lima
Photographer: 2pixels

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Invite him too.

Invite all the nasty kids that make your life a living hell when they come around. Invite them to a McDonalds Birthday Party so they may all get hooked on the fat, un-nutritious crap they serve there and ruin their chances of getting hot dates and be less popular and successful so they become unhappy and frustrated and depressed in life that will teach them!

Because everything revolves around hot dates right?

Alternatively the message may be something like let us worry about your brats. Perhaps, but I think this is a long shot actually.

This is an ad campaign for parents so they don’t need to wonder if their house will be trashed by the kids because good old Mc will be glad to host the party. Even with the wildest ones. Because it’s a sterile boring environment akin to a crazy house minus the wall padding (they care less than a psyche ward) and the worst thing the kids can do is bomb dive in to a chip fryer full of boiling oil. That just fine by them, McDonalds has liability insurance just for this purpose.

Yes that was sarcasm.

Cool illustration by Oscar Chávez, nice friendly and quite sarcastic feel to these ads, quite nice.

Advertising Agency: TBWA/Frederick, Chile
Executive Creative Director: Pablo Leiva
Creative Director / Copywriter: Cristian López
Art Directors: Oscar Chávez, Gonzalo Arévalo
Illustrators: Oscar Chávez

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