If anyone had tried to tell me a week ago that bum cracks have something to do with Earth Hour, I would have laughed. Actually, come to think of it, even though this connection has been made, I am still laughing.

Everybody, at some point in their lives, has come across an unavoidable case of bottom cleavage. There are those you can walk past and pretend you never saw, and thankfully these are the more common. Unfortunately there still exists those times when the crack is in your face, every crinkle and freckle and hair staring out at you, and there is nothing you can do to avoid it. This looks to me to be of the latter variety.

I think it is good to see some humour when it comes to ads about the environment, and especially good when the environment doesn’t even make an appearance. Having said this, I also imagine that the message gets a little blurred and as a result the ad might lose it’s effectiveness. I for one am thinking about bum cracks rather than Earth Hour.

Still, it is attention grabbing and definitely different and entertaining, and to be honest with you I think any advertiser would find a challenge in successfully advertising an hour of “lights out”.

Advertising Agency: DraftFCB, Toronto, Canada
Creative Directors: Robin Heisey, Joe Piccolo, Chris Taciuk
Art Director: Joe Piccolo
Copywriter: Chris Taciuk
Additional credits: Jennifer Nagle, Jeremy Marten, Jessie Sweeney, Victor Carvalho

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