Tuesday, March 18, 2008

bad water is very, very bad

This image just absolutely shocked me.

I've always thought shock tactics were a bit cheap, but this is an incredibly powerful way to put the message in context. Wow. Have you ever thought about water in that way before?

I think the strings holding up the planes make the image even more striking. They add a childishness to it and an element of craft that somehow wasn't necessary. It makes the message even more deliberate somehow, as though the people behind the message are saying: "That's right, we thought about it, and this is exactly what we are saying to you."

Found here via ffffound

On a side note, I've witnessed several examples of 9/11 being 'exploited' in recent months: In a short comedy play, in the TV show Skins and now here. I guess we've passed the threshold?



Anonymous lauren said...

and everytime we buy bottled water, we contribute to the problem. which is why i suggested that you should vote for innocent and against spring water in the ultimate beverage bracket on marcus brown's kaiser edition.


sorry for the spam andy. the ad is amazing. and one i wish would get some serious attention (as opposed to an ad about chocolate by an ape).

8:54 am  
Blogger Andy Whitlock said...

Thanks Lauren. It's a powerful concept. Sadly it falls down in the way most ATL advertising does. Despite engaging the reader it doesn't invoke action. A URL at the bottom won't cut it.
Your anti-spring-water post stands more chance of affecting behaviour.

In fact, I stopped buying bottled water last year after reading some stats in the Guardian. Their figures caused me to imagine a squadron of planes full of bottled water flying half way across the world for us to guzzle. It's all a bit crazy.

9:13 am  
Anonymous Aaron said...

I have really mixed feelings, mainly, I think, from seeing a lot of these ads over at Copyranter. He generally gives them short shrift.

Yes, the problem being highlighted is one that deserves our attention but I generally find shock tactics an ultimately self-defeating approach. We are given a brief jolt out of our collective slumber, and . . . that's about it.

9:17 am  
Blogger Andy Whitlock said...

This is the thing really. 'Jolting' vs 'rethinking'
A pin on my chair will make me jump up. An enticing destination will cause me to walk somewhere new.

I have no problem with a jolt as long as once I'm on my feet there is something meaningful for me to engage with. But as you say, the jolt is not the solution.

9:24 am  

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