Beautiful print ad campaign. But how fare can you take an ad before it is patronising?

Almost religious, catered to a senior demographic it goes a little like: “Hand over your money and your retirement will be peachy”. Now substitute retirement with afterlife and you got a basics of perhaps all religions.

Beautiful visual and photography in this campaign but come on, it is so cheesy. Saying that the concept has been proven and refined by all the religious texts (Bible, Koran…) for may many centuries. Nothing new here, the Catholic church has been selling afterlife insurance for quite sometime. (I just know, I am going to get chastised for this from some of you)

I think this will work well for a pharmaceutical drug ads or ads for your local drug supplier also. (Now that I am on a roll to offend and going straight to hell why stop there right?)

• Advertising Agency: VVL BBDO Brussels, Belgium
• Creative Directors: Jan Baert, Jan Dejonghe
• Art Director: Henry Verstraete
• Copywriter: Sam De Win
• Typographer: Christophe Malotaux
• Photographer: Studio Habousha
• Retouching: Bee Factory

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