I think this advertisement is clever. I thought it was so clever that I followed the link to the website and was bitterly disappointed to find it in a language I can’t understand.

The graphics do the job well. The chainsaws look like sad and desolate tree stumps in a post-apocalyptic world where there is no sunshine or happiness. It reminds me of the Industrial Revolution where the only way that the average person could live was by subjecting themselves to a slow and painful demise on the factory floor. A world where all colour is smothered by the poo-brown of infrastructure and urbanization. The advertisement faces us with the reality of what we are doing to the world- hopefully it wasn’t a scan of a paper print-out.

The statistic is confronting and real, but it just kind of leaves me feeling like that little child who accidentally ruined the icing on the birthday cake. Child-me is standing there with her hands open, held out in front of her proclaiming innocence with icing-sticky fingers. As I look at this advertisement I can feel a fear tightening in my chest as I hold out my hands in feigned innocence, hoping no one notices the chainsaw in my pocket.

Advertising Agency: DRAFTFCB, Germany
Creative Director: Bill Biancoli
Art Director: Jessica Schneider
Copywriter: Christian Stamp

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