Do you honestly think getting drugs abroad could be a laugh?
2000 Spanish citizens are no longer laughing. When you travel, keep away from drugs.

 

So I can just imagine someone has been waiting for the perfect opportunity to use this concept in an ad and actually pull it off. It seems to me they would have had to have waited for a situation that isn’t so serious that soap in the shower just wouldn’t work, or so minor that an ad such as this as a deterrent would never be believable.

This is a great ad, because it plays with your mind a little bit. I feel like I want to laugh at the images because all the Spaniards are laughing, but at the same time, a man with a knife to his throat who has just pissed himself in fear and a whole bunch of men in the shower together (the soap threatening the happy scene) really just gives me the creeps, and so I only conjour a small smile (because those darn smiling  Spaniards are so funny). I just always find it disturbing in movies or on television (or in ads like these) when you see people laughing in situations where normal people would be cringing or closing their eyes (like in horror movies where psychotic murderers laugh and joke at the terror of their frightened victims). Gives me shivers. And while the uncomfortable-ness of these ads are not quite that extreme, they still give me that same feeling of awkward wrongness, just to a lesser degree (probably a pretty far lesser degree, I’d say, after having just watched the link again).  

I have never thought of travelling with drugs, so I am not exactly sure how these ads might work as a deterrent. I wonder that they might look just that wee bit too lightly at the consequences of the crime, so that the potential criminal really doesn’t get the message, or they just find themselves too amused to care.

Advertising Agency: JWT DELVICO Barcelona, Spain
Executive Creative Director: álex Martínez
Creative Director: Oscar Alcaráz, Napi Rivera
Art Director: Javier Lorés
Photographer: Pastor Heredia Studio

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