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Agency Network: 
Published/Aired: 
February 2011
MWEB:  Ad blocked
MWEB Print Ad -  Ad blocked

Description

MWEB is South Africa's largest and most well-known internet service provider. To demonstrate how effective MWEB's spam filtering product is, we decided to literally block out all of the ads on a spread in a national newspapers.

Print advertisement created by FoxP2, South Africa for MWEB, within the category: Electronics, Technology.

Caption

This ad blocked by Mweb Spam Filter.

Advertising Agency: FoxP2, Cape Town, South Africa
Executive Creative Director: Justin Gomes
Creative Director: Andrew Whitehouse
Art Director: Michael Lees-rolfe
Copywriter: Gavin Williams
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Highest Rated

TiltedChairCreative's picture

I disagree completely. I do wish the word "Spam" wasn't a part of their name, but I think this is hella smart. Y'all are overthinking it. And truth be told—and you're not going to want to hear it—but no, people don't like advertising. Most people, I assume, would consider most advertising—newspaper included—to be unwanted spam. Don't think so hard. Just look at the ad. It's good.

TiltedChairCreative
Activity Score 513
gwheeler's picture

But do ads in the newspaper equal SPAM? For this ad to work we have to accept that advertising and SPAM are the same, and they are not. Always cool to see someone do interesting things with newspaper, but this is off target—unless in SA SPAM services really do rid your Web experience of all advertising?

gwheeler
Activity Score 49
writersblog's picture

You're right about the spam. It should've been for a pop-up killer, or something.

writersblog
Activity Score 553
Copywriter
jagadeesh's picture

ad against advertising...funny..

jagadeesh
Activity Score 743
jackmancer2017's picture

I think it's clever. Specially since they didn't really put their own logo in it and kept it to a bare minimum. Have to rely on customer remembering the name though.

jackmancer2017
CuriousPencil's picture

Calling Fake on this one. No specific spam filter product on their website; more importantly, NO WAY a client of this size, in this sector would put their name to this campaign: it shows a complete confusion between spam and ads, as gwheeler points out.

CuriousPencil
Activity Score 4225
Copywriter
Mark F's picture

working well

Mark F
Activity Score 15
TiltedChairCreative's picture

I disagree completely. I do wish the word "Spam" wasn't a part of their name, but I think this is hella smart. Y'all are overthinking it. And truth be told—and you're not going to want to hear it—but no, people don't like advertising. Most people, I assume, would consider most advertising—newspaper included—to be unwanted spam. Don't think so hard. Just look at the ad. It's good.

TiltedChairCreative
Activity Score 513
Ron Burgundy's picture

on point

Ron Burgundy
Activity Score 1630
Art Director at Southern California
jackblack's picture

These would have worked better online, which is usually where stuff gets blocked.

jackblack
Activity Score 2362
Art Director
thedesignaddict's picture

Simple + clear.

thedesignaddict
Activity Score 5403
Art Director at Freelance
abake's picture

Agreed with TCC, I find this clever.

abake
Activity Score 1262
RMG Connect Colombia
miko1aj's picture

great idea.

miko1aj
Activity Score 3086
Boxey's picture

Done. Seen it a number of times--first, by students in the Minneapolis Show around 2002, and better IMHO.

http://www.braincomsa.com/gen_studentwork.asp?wrk_id=76&prgsub_id=#

Boxey
Activity Score 8879
Melaleuca In-House
Ron Burgundy's picture

I like that the ads are gone in this execution, but that tivo campaign is cool

Ron Burgundy
Activity Score 1630
Art Director at Southern California
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