Jeremy Gutsche — January 22, 2007 — Marketing
References: adrants
Every year, 30 million children lose their mother's to tobacco. To illustrate that point, the latest Truth campaign will show melting moms made of ice. The campaign starts January 22.
The poster of this Google Video noted, "We like ads that make a point. Sadly, so many don't and simply waste people's time of don't garner attention at all. This Truth campaign ... all » street ad (created by Crispin Porter + Bogusky...) consists of ice sculptures resembling pregnant women with plastic babies embedded in their bellies placed on street corners which, throughout the day, melt away leaving only the baby. A placard next to the sculptures reads, "Over 30 million children lose their moms to tobacco every day." Powerful. Of course one does have to question the effectiveness of an ad that takes hours to make its point. Oh wait, they've conveniently crammed the whole process into a :30. Smart thinking CP+B. The spots break January 22"
The poster of this Google Video noted, "We like ads that make a point. Sadly, so many don't and simply waste people's time of don't garner attention at all. This Truth campaign ... all » street ad (created by Crispin Porter + Bogusky...) consists of ice sculptures resembling pregnant women with plastic babies embedded in their bellies placed on street corners which, throughout the day, melt away leaving only the baby. A placard next to the sculptures reads, "Over 30 million children lose their moms to tobacco every day." Powerful. Of course one does have to question the effectiveness of an ad that takes hours to make its point. Oh wait, they've conveniently crammed the whole process into a :30. Smart thinking CP+B. The spots break January 22"
Trend Themes
1. Melting Moms - Creating melting mom ice sculptures as a unique and attention-grabbing way to raise awareness about the impact of tobacco on children.
2. Truth Campaign - Using impactful and creative advertising strategies, such as the melting mom ice sculptures, to convey a powerful message and drive social change.
3. Parental Tobacco Impact - Highlighting the significant number of children who lose their mothers to tobacco each year, emphasizing the need for awareness and tobacco control measures.
Industry Implications
1. Advertising - Creating disruptive and attention-grabbing campaigns, like the melting mom ice sculptures, to engage audiences and drive social impact.
2. Tobacco - Addressing the negative impact of tobacco on families and children, promoting tobacco control measures and alternatives to smoking.
3. Child Welfare - Working towards greater awareness and support for children who lose their mothers to tobacco, advocating for policies to prevent smoking during pregnancy and protect children from secondhand smoke.
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