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Well

Agency Network: 
Published/Aired: 
December 2010
ADESF Print Ad -  Well

Description

Print advertisement created by BBH, Brazil for ADESF, within the category: Public Interest, NGO.

Caption

Smoking is a trap. Quit today.
Association for Smokers Awareness
ADESF

Advertising Agency: NEOGAMA/BBH, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Alexandre Gama, Márcio Ribas
Art Director: Fabio Queiroz
Copywriter: Carlos Schleder
Image: Leão Branco
Producers: Kiyoshi Takahashi, Vinicius Busico
Art Buyers: Mariah Bayeux, Janaína Lacerda
Account Director: Luiz Tosi
Account Managers: Diego Passos, Andréia Tecchio
Advertiser's Supervisor: Mario Albanese
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jackmancer2017's picture

Lovely visual and I get the message, but will this really change smoking behaviours? I think it needs something more shocking.

jackmancer2017
Guest's picture

In America, you smoke cigarette. In Soviet Russia, cigarette smokes you.

Guest
morse's picture

Yes, the visual is good, but no ad will stop an addict.

morse
Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

pez's picture

absolutly!... why water in a cigarrette? maybe ashes or something would be better... I like the idea, not how it finishes... btw, where will they publish this?

pez
Activity Score 1804
Creative Director
CuriousPencil's picture

The visual isn't good. It's not even a trap. It's. Just. A. Shit. Ad.

This has nothing to do with anything - it could almost be saved if it had Chilean miners somewhere, but even then it wouldn't be salvageable. It's a nonsense of an attempt.

CuriousPencil
Activity Score 4225
Copywriter
simon.gross's picture

Yeah, great insight. This will really speak to those millions of smokers who know what it's like to be trapped in a well and can relate personally.

Hang on.

No, even those smokers won't look twice at it.

Because this ad sucks balls.

It's a lazy idea based on a visual pun with absolutely zero insight.

And it's not even funny. It could have at least been funny. Maybe put a purple monster in the well or something. With a speech balloon saying "I'm gonna smoke ya, fool"

And he could be making like gang signs and stuff.

simon.gross
Activity Score 541
Copywriter at Clemenger BBDO
CuriousPencil's picture

Yep, as a Sesame Street puppet with a 'keep away from naked flame' sign on its back. Or, hang on, I've got it. Make this a global campaign, compulsory for smokers.

Nobody smokes asleep.

CuriousPencil
Activity Score 4225
Copywriter
surecreator's picture

i think one thing can add the more liveliness in the visual. one lightened Cigarette in hand...

surecreator
Activity Score 31
Creative Director
Guest's picture

Maybe a little open-mindness and trying new stuff could bring some interesting ads, I hardly see the reason to why you need to be so aggressive, and also, I thought it said as one of the guidelines for posting comments is to be respectful and helpful.

Don't be condescending just because you make bad ads, ask for constructive criticism and hope you get some, then maybe you will learn how to help others to achieve better.

And also I have been smoking for 10 years and I like this ad, its definitely not spot on, but it speaks to me, starting to smoke was exciting at a young age and even a little fun at first but now I have a really hard time quitting it by my self... kinda like falling into a well, starts out exciting and maybe fun, but getting out by your self is gonna be fucking hard.

Guest
Guest's picture

Maybe a little open-mindness and trying new stuff could bring some interesting ads, I hardly see the reason to why you need to be so aggressive, and also, I thought it said as one of the guidelines for posting comments is to be respectful and helpful.

Don't be condescending just because you make bad ads, ask for constructive criticism and hope you get some, then maybe you will learn how to help others to achieve better.

And also I have been smoking for 10 years and I like this ad, its definitely not spot on, but it speaks to me, starting to smoke was exciting at a young age and even a little fun at first but now I have a really hard time quitting it by my self... kinda like falling into a well, starts out exciting and maybe fun, but getting out by your self is gonna be fucking hard.

Guest
DBB's picture

Great visual.. not such a good ad :/
so 10 for the art
3 for the copy

DBB
Activity Score 1216
tzuik's picture

They should have used Admiral Ackbar on this one. http://knowyourmeme.com/system/icons/157/original/Atrapitis.gif?124000...

tzuik
Activity Score 104
CommandZ's picture

That was my first thought too, "it's a trap!" Oh that and an episode of Lassie. "What is it girl, did Timmy fall in the well?!"
As mentioned elsewhere here CP+B did a great job with the Truth campaign (more in the early years candidly) because they vilified the tobacco companies, and didn't go the cliche route with the usual guilt trips, fear tactics etc.

CommandZ
Activity Score 2498
Creative Director
Guest's picture

"The truth" of cp+b is the best anti-smoking campaign that I've ever seen. It's an insightful and really creative solution. That's why I think this kind of executions is cliche and boring. substitutions or modifications is good for showing how smart you are but not for changing a behavior.

Guest
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