Sunday, August 23, 2009

2% polar bear tears


I wrote about the bottled water lies campaign last month.

For those who don't remember I found some of their stuff more than a bit over the top.

This ad however is just lovely.

Made me smile, think and feel a little sad all at the same time.

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5 Comments:

Blogger Jeffry Pilcher said...

This execution irritates me. I don't appreciate being guilted or shamed into anything.

I find the overall tone of the campaign negative and depressing -- lies, tears.

1:15 am  
Blogger Stan Lee said...

I know what you mean, but I thought this version was kinda cute.

8:56 am  
Blogger Sol Wei said...

I think the art direction saves it. If it were a picture of a real polar bear i´d prob think: go away, please don´t guild trip me. However, being quite "cartoony", it reminds me of my teddy bear and makes me go all soft inside.

1:54 am  
Anonymous lauren said...

i find it kinda interesting that there's a reaction against the 'guilt trip'. advertising is built on the 'guilt trip'. just ask any woman how she feels about chocolate. or hair on her body. ask any man about alcohol. or his car.

4:24 pm  
Blogger Jeffry Pilcher said...

And Lauren, I don't like those ads either.

Also, I disagree that guilt is a staple of the ad biz. It's a strategy that gets used occasionally, but it isn't anywhere near as popular as humor, fear, greed, vanity, etc.

Quite frankly, I really don't understand your point... A woman may feel guilt about her relationship to chocolate, or she may feel insecure about hair on her body, but I don't see advertisers trying to guilt women into buying chocolate or hair removers.

If you are referring to the manipulation of emotions by advertisers, sure, I'm with you. They attack our emotional weak spots all the time. But guilt? Not that common. It's a form of finger-pointing most people (and therefore advertisers) don't embrace.

1:03 am  

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