Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day! (note: I’m finding a lot of good stuff from the US, so we’re going to bend our rule)
- Agency: Energy BBDO
- Location: Chicago, US
- Client: The Partnership at Drugfree.org
- Name: “Enabler”
Why I like it: I believe some type of communications are inherently more difficult to pull off than others. One such example is anti-drug and anti-drinking campaigns: affecting people’s behavior is hard enough, but when you’re trying to tell them not to do the thing they very specifically like to do…well that’s a challenge! So it’s cool when these ads work. We had earlier featured a good one from New Zealand, also from BBDO (mind you, I think anti drunk driving ads are a slightly simpler sell because no one in their right mind specifically wants to do this). In today’s example, what was interesting is how they targeted not the user, but their periphery – in this case the parents, who are at times enablers, at times in denial. Very effective, very insightful, and I think very likely to change behavior in a positive manner. If not for the user, then for those that clear the path. I had the good fortune to meet Dan Fietsam and his team, and they are absolutely top-notch. It’s great to see them start the year with this very solid work, hats off to them!