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- Agency: Fireplace AB
- Location: Stockholm, Sweden
- Client: Big Brother (TV show)
- Name: “Don’t watch Big Brother”
Why I like it: I’ve always been intrigued with the technique of “anti-selling”, (I just made that term up), but basically asking people not to buy something as a means of generating attention and, paradoxically…desire. We even got close for a campaign I worked on for Raid a few years ago. But ultimately, in the end, it seems that people always get cold feet. I can understand why. Well, here they didn’t and I like the result. Not only the daring anti-message, but the execution – it’s pitch perfect! From the casting, to the lighting, set design, to the curt, high-class way the lady speaks, it all just comes together. The proof is that it caught my eye at a time when the whole world seems to be focusing on US based Super Bowl advertising! So to the daring Swedes – Skål!