Agency Network: 
December 2010
Stepping Stone:  Brothers


Print advertisement created by Extreme Group, Canada for Stepping Stone, within the category: Public Interest, NGO.


At my wedding, my younger hooker gave the funniest speech.
Sex workers are brothers too.

Advertising Agency: Extreme Group, Halifax, Canada
Creative Directors: Shawn King, Anthony Taaffe
Art Director: Jeff Simpson
Copywriter: Jeff MacKay
Photographer: James Ingram
Log in to post comments

Highest Rated

TiltedChairCreative's picture

It's just a truly awkward subject to tackle.

Activity Score 513
fuerstlich's picture

Dont know, but its open minded, i like that.

Activity Score 16
luispiter's picture

ahhhh wtf

Activity Score 2756
kleenex's picture

That is some wild copy....

Activity Score 58777
Web Designer/Developer
mdb1974's picture

Humanizing as well as arresting. Great copy, thoughtful concept. Nice.

Activity Score 411
Art Director
iwannatalktosamson's picture

Agreed. It's shocking at first, but it makes you think. Which is what great copy should do. Nice work.

Activity Score 701
Jamaica Ad School
TiltedChairCreative's picture

It's just a truly awkward subject to tackle.

Activity Score 513
manumartin5's picture

social ad for some cause?

Activity Score 1194
Art Director at Infinity Advertising Services Pvt. ltd.
Brainsoup's picture

the copy should say "sex workers are sisters too" no? or hooker stands for males too? uuhhmm

Activity Score 110
exithigh's picture

I agree with mdb1974 & iwannatalktosamson. Keep up the good work.

Activity Score 86
Art Director at Media Art Environment
sintra's picture

thought provoking text

Activity Score 699
Billoughsby's picture

This is a species of preaching to the choir advertising -- half the people want the other half to read it and feel the pure enlightenment. Yet it doesn't tell that half anything new, and it won't convince the half not already on board of anything.

This subject is a tougher nut to crack than the team that produced this pleasant little ad were aware, in my opinion.

Activity Score 5154
Art Director |

That's it.

sbasrur's picture

I can get what they're trying to say, and maybe it's just my Indian sensibilities speaking, but would you actually refer to someone who gave a funny speech at your wedding as "my youngest hooker"? Just a thought.

Activity Score 18
Copywriter at The Republic, Mumbai
blahblahblahblah's picture

Funny. But should they be? Stepping Stone is an organization that aims to help sex-workers while they're on, and eventually get off, the streets. This copy makes it seem that it's alright to be one, or that these people have made the choice to enter the sex-trade. I'm not judging, but, considering the fact that most sex-workers enter the trade for unfortunate reasons, and would rather not be doing it, it's odd to write copy that excuses it.

While I think the copy is good, and funny, it sends a message that isn't really coherent with what Stepping Stones is doing. "My brother is a hooker, and, you know, whatever, he's still a good guy." Fine, but are we trying to stop people from dehumanizing sex-workers?

"I'm proud of my tramp," as the other one says. I dunno. I can't believe I'm writing this, but, I think this is misplaced humour.

"I'm proud of my meth dealer. He puts food on the table."
"You wouldn't believe what a great artist my liquor-store robber is."

Activity Score 25
MidasTouch's picture

I don't know how to take it.
Is it like "I'm proud of my brother doing this, we have to respect these people"? Or maybe the guy doesn't know about his brother activity?

Activity Score 1024

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

Featured Content

Latest Collections