Sunday, March 27, 2005
PARTNERSHIP AGAINST DRUGS
Company: Associacio Parceria Contra Drogas
http://www1.uol.com.br/parceriacontradrogas/
Ad: "Reverse"
Market: Brazil
Product: Anti-Drug Campaign
Agency: Full Jazz Propaganda http://www.fulljazz.com.br
Year: 2004
Link: http://www.uol.com.br/parceriacontradrogas/novosvideos/arquivosfinais/wmv/broadband/07_rew.wmv
Verdict: 7.5 out of 10
=======================================
I found this ad from a very useful http://www.ad-awards.com/home.php website listing ads from around the world. This ad is from Brazil, prepared by a creative hothouse called Full Jazz Propaganda, with a long list of films for several clients. The client is the Brazilian Association Against Drugs, with an extensive array of ads against drugs and boasting some serious partners, for example, http://www.procter.com.br/pg/company/social_apcd.html.
This ad caught my eye for its direct, no-nonsense, hard-hitting, hold-no-punches, in-your-face style and of course, its creative idea and execution. Who said good advertising comes only from the distinguished agencies in New York and London? Actually, this ad confirms that solid advertising originates from creatives that mingle in the real world and are not isolated in their ivory towers.
Advertising does not often get more chilling and realistic than this.
It describes a situation unfolding in an urban area with a main hero involved in drugs, money and violence. What makes it interesting yet complicated at first, is its execution: the ad is shown in reverse! The story portrays a shocked young man whose mother (?) is killed at a traffic light by a gun of a hoodlum. The story rolls back to trace the origin of the gun, the money that bought it and the drugs involved and ends (or begins) in a perfect circle with our young hero buying drugs.
The message, for those that do not understand Portuguese is:
"Violence is financed by drug dealers. And drug dealers are being financed by you. If you buy drugs you must know the price!"
As I said, it is graphic and leaves little to the imagination. In this sense, it has a harsh reality to it, for even the most distant viewers. However, I cannot claim to understand how it may affect those it particularly targets, the drug addicts. Maybe they are so entrenched in their habit, that the ad does not shake them up. This is probably the limitation of most ads on this topic. However, I would venture to argue that the directness of this ad, comes the closest I have seen in a while to make a dent in users' established habits.
The reverse technique certainly makes the ad more complicating. However, this renders it certainly engaging. The viewer follows it closely in repeated exposures to understand the flow of events in the tragic story. In this sense, this ad wears out slowly; one can even argue it improves with repeated viewing. And this is a successful risk the makers undertook with a more complex execution; they could have failed had it not been with the well-connected links in the story and its realistic settings that absorb the viewer.
Researching this ad, I found several others that complement the campaign. I am not sure whether they are created by the same agency. Nevertheless, the message and themes are similar. Here are two more I selected that are also good, although not in the same league as the one reviewed. However, I need to warn you of their graphic nature before you click to see them.
http://www.uol.com.br/parceriacontradrogas/novosvideos/arquivosfinais/wmv/broadband/01_censura.wmv
http://www.uol.com.br/parceriacontradrogas/novosvideos/arquivosfinais/wmv/broadband/10_bebe.wmv
Net, tough, real, shaking advertising! Credit to the client and agency for telling the story in full colours, no matter how disturbing they may be.
Evaluation:
In following our standard evaluation methodology: (search for it in this blog, in case you are not aware)
The jest of the ad is understandable in one viewing but to get the full picture it needs more exposures. It is relevant to the target audience, maybe even more to the general public. Unfortunately, the situation is both credible and persuasive. The message is clear and ownable. The execution is somewhat distinctive (there are other ads using the "reverse" style) and somewhat memorable. The end effect shakes regular viewers and I would hope some of its desired target!
Detailed Score: 7.5 out of 10
1. Understandable: M
2. Relevant: M
3. Credible: H
4. Persuasive: H
5. Well-branded: H
6. Ownable: H
7. Distinctive: M
8. Memorable: M
9. Engaging: H
10. Makes Me Buy: M
Tough situations, harsh realities, drastic measures! I wish Brazil good luck with its valiant efforts in this area!
G. Evans
Mar 2005
http://www1.uol.com.br/parceriacontradrogas/
Ad: "Reverse"
Market: Brazil
Product: Anti-Drug Campaign
Agency: Full Jazz Propaganda http://www.fulljazz.com.br
Year: 2004
Link: http://www.uol.com.br/parceriacontradrogas/novosvideos/arquivosfinais/wmv/broadband/07_rew.wmv
Verdict: 7.5 out of 10
=======================================
I found this ad from a very useful http://www.ad-awards.com/home.php website listing ads from around the world. This ad is from Brazil, prepared by a creative hothouse called Full Jazz Propaganda, with a long list of films for several clients. The client is the Brazilian Association Against Drugs, with an extensive array of ads against drugs and boasting some serious partners, for example, http://www.procter.com.br/pg/company/social_apcd.html.
This ad caught my eye for its direct, no-nonsense, hard-hitting, hold-no-punches, in-your-face style and of course, its creative idea and execution. Who said good advertising comes only from the distinguished agencies in New York and London? Actually, this ad confirms that solid advertising originates from creatives that mingle in the real world and are not isolated in their ivory towers.
Advertising does not often get more chilling and realistic than this.
It describes a situation unfolding in an urban area with a main hero involved in drugs, money and violence. What makes it interesting yet complicated at first, is its execution: the ad is shown in reverse! The story portrays a shocked young man whose mother (?) is killed at a traffic light by a gun of a hoodlum. The story rolls back to trace the origin of the gun, the money that bought it and the drugs involved and ends (or begins) in a perfect circle with our young hero buying drugs.
The message, for those that do not understand Portuguese is:
"Violence is financed by drug dealers. And drug dealers are being financed by you. If you buy drugs you must know the price!"
As I said, it is graphic and leaves little to the imagination. In this sense, it has a harsh reality to it, for even the most distant viewers. However, I cannot claim to understand how it may affect those it particularly targets, the drug addicts. Maybe they are so entrenched in their habit, that the ad does not shake them up. This is probably the limitation of most ads on this topic. However, I would venture to argue that the directness of this ad, comes the closest I have seen in a while to make a dent in users' established habits.
The reverse technique certainly makes the ad more complicating. However, this renders it certainly engaging. The viewer follows it closely in repeated exposures to understand the flow of events in the tragic story. In this sense, this ad wears out slowly; one can even argue it improves with repeated viewing. And this is a successful risk the makers undertook with a more complex execution; they could have failed had it not been with the well-connected links in the story and its realistic settings that absorb the viewer.
Researching this ad, I found several others that complement the campaign. I am not sure whether they are created by the same agency. Nevertheless, the message and themes are similar. Here are two more I selected that are also good, although not in the same league as the one reviewed. However, I need to warn you of their graphic nature before you click to see them.
http://www.uol.com.br/parceriacontradrogas/novosvideos/arquivosfinais/wmv/broadband/01_censura.wmv
http://www.uol.com.br/parceriacontradrogas/novosvideos/arquivosfinais/wmv/broadband/10_bebe.wmv
Net, tough, real, shaking advertising! Credit to the client and agency for telling the story in full colours, no matter how disturbing they may be.
Evaluation:
In following our standard evaluation methodology: (search for it in this blog, in case you are not aware)
The jest of the ad is understandable in one viewing but to get the full picture it needs more exposures. It is relevant to the target audience, maybe even more to the general public. Unfortunately, the situation is both credible and persuasive. The message is clear and ownable. The execution is somewhat distinctive (there are other ads using the "reverse" style) and somewhat memorable. The end effect shakes regular viewers and I would hope some of its desired target!
Detailed Score: 7.5 out of 10
1. Understandable: M
2. Relevant: M
3. Credible: H
4. Persuasive: H
5. Well-branded: H
6. Ownable: H
7. Distinctive: M
8. Memorable: M
9. Engaging: H
10. Makes Me Buy: M
Tough situations, harsh realities, drastic measures! I wish Brazil good luck with its valiant efforts in this area!
G. Evans
Mar 2005
