Our most powerful magnifier yet. Please use responsibly.

I want to like this ad, I really do. But it is just that wee bit too nasty and destructive  for me.

I never thought the words “sympathy” and “fly” would be compatible in the one sentence, yet here I find myself feeling sorry for the insect being blown to pieces by a heat beam so cruelly and intentionally aimed from above. 

And what about the beetle? No question – I feel the same for the beetle. The two insects, usually divided in the insect world by the fly’s most irritating nature and the beetles powers of construction or demolition, are brought together here as victims of a massacre of the most revolting kind.

They are getting blown to smithereens.

It is all a little graphic for my liking, but I will admit I do think it is effective, and, to some people, probably quite impressive. After all, what we have here is something pretty fascinating, and often even I have wondered how the anatomy of a bug or ant getting squashed actually looks. I mean, they are so small, how could they be made of anything other than simply ‘ant’ or ‘bug’?

But here we have it: bug anatomy, mid death-by-fire.

I guess this advertisement would probably appeal to people who, as little boys or girls, pinched Dad’s magnifier from the office desk and went outside on a sunny day to burn some insects.

I only ever did it with leaves, and I am glad, because I would be experience a little self-loathing and regret right now if I knew I had ever smashed a little insect to pieces with a piercing stream of magnified solar heat.

Agency: Y&R Dubai
Photographer: Groovy Singapore
Illustrator: Groovy Singapore
Executive Creative Director: Shahir Ahmed
Creative Director: Komal Bedi Sohal
Art Director: Komal Bedi Sohal
Copywriter: Shahir Ahmed
Country: United Arab Emirates

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