Some may hate to admit it but lumping together the unmistakable faces of Scientology, Dense Blondness, and Indiscriminate Drug Use surely makes one look. At least I did.

It takes the audacity of Dose.ca, a celebrity news website, to choose marketing by self-deprecation. These print advertisements strongly connote people’s fascination with celebrity culture, and consequently, the willingness of the website to perpetuate that, for better or worse. Conversely, I have yet to see Us Weekly or People actually fess up to being on the same boat.

Under the woven likeness of the indefatigable Amy Winehouse, Dose.ca unabashedly invites us to watch celebrities form, and watch them unravel. This woman, if no one else, is just unraveling-in-the-making. I feel sorry telling it so because the lady simply has talent. Just this year, what would have been incentives to sobriety, five Grammy Awards, only led to incipient speculations on her, er, habits. Courtney Love even reportedly said Amy was the biggest crackhead she ever saw in her life. For someone like Courtney Love, that is saying a lot.

I could just make out any Paris Hilton from afar. She worked hard for such massive memory recall, not the least by starring in a certain video. Dose.ca reminds us once more how people just couldn’t chew enough of the heir-head, in this spitting image aptly made of…bubblegum. In the waiting room to the Hilton hotel fortune, the otherwise talent-free socialite has managed to become actress, singer, and TV personality. Nowadays the mother of all celebutantes can be seen on MTV’s My New BFF, apart from innumerable parties across the continents.

A Tom Cruise, on the other hand, is not easy to break down. To reiterate that point, his image in the ad had to be built of Lego-like blocks. It’s a sinewy strength that is the natural upshot of starring in multiple box office hits (Top Gun, Mission Impossible, Interview With The Vampire, etc.). Mr. Cruise probably knows this with certain cocksureness—to the point of miscalculating fame’s limits. Indeed, the few blocks out of place in the picture may account for his foibles over the years, like jumping on Oprah Winfrey’s couch or dabbling in extraterrestrial worship-slash-religion called Scientology.

I guess it’s far better to watch this space regarding these celebrities. At the end of the day, people love to see stars. Secretly though, as children often realize under a starry, moonless sky, people love it the most to watch them fall. Dose.ca and its peers seem to offer a telescope.

Advertising Agency: Rethink Communications, Vancouver, Canada
Creative Directors: Chris Staples, Ian Grais
Art Director: Rob Tarry
Copywriter: Lisa Lebedovich
Producer: Jim Leith

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