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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