Anorexic funeral

Agency Network: 
July 2010
Beitech Print Ad -  Anorexic funeral


Print advertisement created by McCann, Israel for Beitech, within the category: Public Interest, NGO.


15% of woman who suffer from anorexia will die this year.
Beitech, a non profit organization for woman with eating disorders.

Advertising Agency: Mccann Erickson, Tel-aviv, Israel
VP Creative: Eldad Wienberger, Tal Raviv
Creative Director: Igal Hazan
Art Director: Ifat Shleziger
Copywriter: Asaf Zelicovitch
VP Accounts: Ifat Wieder-Arad
Account Director: Chen Biran
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Reality Check's picture

The most glaring problem with Beitech: Anorexic funeral is that it's flippant. Anorexia sufferers deserve better.

Reality Check
Activity Score 2539
ad shark's picture

bad joke

ad shark
Activity Score 186
pucini dog's picture


pucini dog
Activity Score 72
sirvan's picture


Activity Score 29860


"I love some things, and don't love some other things."

Guest's picture

great idea, but why they are walking on a feeld?

Guest's picture

is the coffin also made with extra light wood?

capywriter's picture

I guess they also used extra thin wood for the coffin...

Activity Score 5512
Copywriter at Freelance
Guest's picture

Actually what makes it heavy is the coffin itself, not the body.

Dzsoi's picture

I agree, it looks like a joke, although it shouldn't be a joke.

Activity Score 8532
Copywriter at junior copywriter
LeeHarvey's picture

Misplaced use of humor.

Activity Score 3045
Creative Director
Guest's picture

Israeli humor. They take death very lightly.

Guest's picture

simply lack of taste...happens to be abundant over there.

Elmārs Ārnieks's picture


Elmārs Ārnieks
Activity Score 840
home study |

Life is a joke. Laugh.

elyoshiro's picture

i dont' like it.

Activity Score 546
Creative Director at Dir. Creativo Digital |

m.guney's picture

maybe :s

Activity Score 67
Guest's picture

Fantastic ad...if the planes can fly into world trade center than this is way in the ball park of acceptability. It's not a joke..its a reality..if a woman is 85lbs. this is a powerful image

abake's picture

God this is bad.
Insensitive doesn't even begin to describe the total lack of tact and insight this ad shows.

Activity Score 1262
RMG Connect Colombia
paumarques's picture

personalment, soc dels que pensa que l'humor és aplicable a tot tipus de publicitat. Fins i tot aquest. Perquè com a mínim es parlarà d'un tema que molts cops s'oblida.

Activity Score 1312
Copywriter |

Pau Marquès
(+34) 670 36 79 83

Guest's picture

I think it makes a point, and very well. beyond the weight of the wood or the coffin for me its working

Guest's picture

If you're going to reach anorexics, you should appeal to their vanity. Death as a trade-off for thinness will have little impact. But an ugly live body post-anorexia? That will.

Anonymous Author's picture

It's amusing; it probably shouldn't be.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

Jupiter's picture

sad moment + humour = bad taste

Activity Score 547
Artifarty |

commenting just to gather more pencils:-)

Guest's picture

15% of woman who suffer from anorexia will die this year, AND U R JOKING GUYS.

Guest's picture

It's funny, but it really shouldn't be.

andyStock's picture

I don't understand how they are using humour here?

Beyond the weight of the coffin (which many people, including myself, are not aware of - I have never tried lifting an empty coffin), this is a serious ad for a serious issue, and I quite like it, actually.

There is no point pussyfooting around the subject.

Activity Score 666
Jupiter's picture

try lifting a coffin with a dead person inside and see if it is possible (never mind the walking part)...if you CAN do that then this ad is not so funny at all...

Activity Score 547
Artifarty |

commenting just to gather more pencils:-)

Guest's picture


kubasagan's picture

this is just good. end of story.

Activity Score 113
Copywriter at K2 Internet |

senior interactive copy @ K2

P-syco's picture

Bad, is stupid.

Activity Score 267
Guest's picture

You can't reach anorexics. They are locked in the disease. They'll love the add and the attention. Probably the best thing to say to them is: "When you're dead and you surely will be if you go on like this, your family will be a bit sad yet they'll go on go on without you after a while."

As for the add and in order to raise awareness of the disease for non-anorexics, it's excellent, except that the real anorexic never moves in those hip circles and beautiful fields. Even their funerals is rather ugly, neither poetic nor interesting.

Guest's picture

like it! very strong/

Guest's picture

אסי יא גבר!! אחלה דחקה! שימותו כל הגוים החננות האלה! תגיד ליפעת שהמודעה נראת פצצה (בטח יאן) ד,"ש.

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