Hanes: Nigg*r, Fagg*t, Pak!
References: adsoftheworld
In this shocking ad, Hanes conveys the concept of the Original Tagless Comfort underwear through the idea that the, "world gives you enough tags."
The concept of tags might be a smart idea, playing on the social tags to promote tagless undies is very creative. But, in my opinion, this is a stupid delivery! I believe the mere use of such hateful tags to promote underwear is a foolish, immature and cheap way to garner publicity for this controversial campaign, but they go even further with illustrations and slogans that make matters worse.
In Fagg*t, you see same-sex kissing, debauchery, toys, bottles of wine and references to beauty: lipstick, nail polish and makeup. In Nigg*r, you see drugs, guns, jail cells, low-life jobs like cleaning toilets, and text about being HIV positive. In Pak! (a demeaning name for people from Pakistan), you see tanks, bullets, bombs and pigs (an anti-Islamic reference).
Such a campaign would never be approved in Europe or America, where the use of such hateful references is a big 'No No', even when you are trying to use it in a positive light. The campaign was created by an Indian advertising agency (Mccann Erickson, Bombay, India).
It's a pity, because I actually like the art direction (Timsy Gupta) and illustration (Pranav & Timsy).
The concept of tags might be a smart idea, playing on the social tags to promote tagless undies is very creative. But, in my opinion, this is a stupid delivery! I believe the mere use of such hateful tags to promote underwear is a foolish, immature and cheap way to garner publicity for this controversial campaign, but they go even further with illustrations and slogans that make matters worse.
In Fagg*t, you see same-sex kissing, debauchery, toys, bottles of wine and references to beauty: lipstick, nail polish and makeup. In Nigg*r, you see drugs, guns, jail cells, low-life jobs like cleaning toilets, and text about being HIV positive. In Pak! (a demeaning name for people from Pakistan), you see tanks, bullets, bombs and pigs (an anti-Islamic reference).
Such a campaign would never be approved in Europe or America, where the use of such hateful references is a big 'No No', even when you are trying to use it in a positive light. The campaign was created by an Indian advertising agency (Mccann Erickson, Bombay, India).
It's a pity, because I actually like the art direction (Timsy Gupta) and illustration (Pranav & Timsy).
Trend Themes
1. Controversial Advertising - Opportunity for companies to push boundaries and generate attention through provocative and shocking advertisements.
2. Pushing Social Norms - Opportunity for brands to challenge societal beliefs and promote inclusivity through thought-provoking campaigns.
3. Artistic Direction in Advertising - Opportunity for brands to utilize creative art direction and illustration to capture consumer attention and differentiate their brand.
Industry Implications
1. Apparel - Opportunity for apparel companies to disrupt the industry by using controversial advertising to generate buzz and differentiate their brand.
2. Advertising - Opportunity for advertising agencies to provide cutting-edge and daring campaigns for brands looking to make a bold statement.
3. Creative Services - Opportunity for creative services agencies to showcase their artistic direction and illustration expertise in designing innovative advertising campaigns.
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