January 2008

The biggest danger is forgetting what they really are.

Advertising Agency: Sra. Rushmore Madrid, Spain
Executive Creative Director: Miguel García Vizcaíno
Creative Directors: Quito Leal
Art Directors: Quito Leal, Diego Alonso
Copywriters: Paco Conde, Jorge Herrero
Photographer: Garrigosa Studio, Barcelona
Production: CP - Producers, Virginia Hernando

Comments (17)

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Highest Rated

sullivanT's picture
Activity Score 5

Good insight. Good shot!

pooja gadodia's picture
pooja gadodia
Activity Score 86
common public like me wont understand..

Andal's picture
Activity Score 863

Don't like this campaing at all.
The message is a total mess. I don't do drugs (well ok, i smoke a bit) but this doesn't prevent me from doing them.
My opinion.
Smart and Funny Signature.

It's so easy to critic.

sullivanT's picture
Activity Score 5

Good insight. Good shot!

niranjanhg's picture
Activity Score 211

this will not do any change in drug users.

offroader's picture
Activity Score 15

a bit of a yawn. doesn't touch me at all.

Disco Munky's picture
Disco Munky
Activity Score 3890

I quite like these.

Won't stop me taking drugs, but might trigger the right amount of thought in someone on the fence perhaps.

Pretty, but little Oomph, if you know what I mean.

Doin' it for the points

underground's picture
Activity Score 41

This should have been talc powder not perfume.

teenie's picture
Activity Score 1894

I like the idea--that cocaine is a designer drug, the choice of the rich. But the execution is lacking--too intellectual and not emotional enough. It needs to make you feel more, not think. Everyone knows intellectually that drugs are bad; you have to make them feel why.

Houdini's picture
Activity Score 26

good line!
nice idea, good thinking.

weezergrl's picture
Activity Score 70

I totally agree with Teenie, for these kind of campaigns you need a concept that strikes people emotionally, something that can definetely make them see the consecuences of the usage of drugs such as cocaine, heroin, etc.

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

For that reason, I like that Montana Meth Project ad with a beat-up mother in the kitchen. That was a very powerfully emotional ad.
I think both cerebral AND visceral approaches are valid for this type of topic. I don't particularly prefer one over the other. "The audience" for this problem is so broad, I don't think you can blanket the message with only one technique.

With that said, the ad with an Altoids can from this campaign is my favorite.

teenie's picture
Activity Score 1894

I saw that one here when they presented the Cannes winners. It brought tears to my eyes. It was very touching.

Huroman's picture
Activity Score 2

Good photo, light and grayscale. Terrible copy and message.

monicamexico's picture
Activity Score 830

I don't get it.

davegregory's picture
Activity Score 42

cokeheads would find this amusing, probably like it as a poster. It's almost a promotion. I do like the visuals in the campaign but not sure of it's effectiveness.

Lerastaschtroumpf's picture
Activity Score 23

I totally agree with Andal.

Hiperion's picture
Activity Score 3138

Publicidad para publicistas.
No está mal, teniendo en cuenta el alto nivel de cocain...que hay por estos lares..