9/11 Smoking Ad makes it to Epica Awards September 11, 2008
Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising in Dubai, Advertising in the Middle East, Advertising in the UAE, Copywriting, PerceptGulf, Prashant Sankhe, Shock Advertising, Tobacco Advertising , trackbackIt’s been a year since I posted the 9/11 Anti-Smoking Ad on this blog. The ad which was published on 11 September in Khaleej Times had sparked quite a strong debate online. New York copywriter and blogger Copyranter won a prize given by Bill Green for spotting this post and comments poured in. Posted on Reddit, the ad pulled in more than 200 comments. And it had all started when friends at Percept had mailed me the ad for putting up on this blog. Here’s what we are talking about:
Anti-smoking ad published in Khaleej Times, Dubai, UAE on 11 September
Sudeep Koshy, who was the copywriter on this ad, called me a couple of days back to give me some interesting news. This ad has made to the EPICA Awards. Page 116, 21st Edition (2008) Public Awareness category. My blog is where it was first featured online - and although I don’t consider CopywriterJournalist.com an ad showcase blog (the world is full of them), this was an ad that had stopped me in my tracks and go uhummm. So I guess many other people feel the same way too.
This is what Sudeep says about the ad that created quite a stir: “When the idea was conceived, it was never thought to stir up any controversy. Because, the intention and message of this ad is right up there, unmistakable, in cold fact and bare figures. Besides, the context also mattered: The ad was released on 9/11 of course, which was THREE days before UAE banned smoking in public places.”
Do you think this ad is offensive? Is it right to say that it is borrowed interest or that the creatives exploited a tragedy? Have you done an ad that makes people look at it twice and go hmmm? Comments most welcome…
Comments»
It is indeed an interesting piece of information. and unless something does’nt trigger yourthoughts its difficult to get it registered. I believe that such type of messages clubbed with some sensitivity does make a lot of diference. Ultimately the main idea is the message is heard and ‘pretty loud’
amazing ad.. very offensive.. and for good reason..
its not being exploited.. but rather harvested to highlight an even huger tragedy..
the death that are smoking related are just one element - the environmental damage is another - the wasted resource that could be diverted to life saving and qualifty of life improving causes is yet another..
smoking is a huge global tragedy.. this ad should be echoed with “scared cows” from all over..
Salaamz Farrukh
A late response I suppose but i discovered this a little later and was take aback that this idea is not an original!
http://www.joelapompe.net/2008/03/06/aka-the-twins-tour-a-tour/
Although I’m hoping for the sake of an industry plagued with plagiarism accusations, that this was a case of “great minds think alike”…
Welcome Zarreen… yes the message is pretty loud. On both sides of the debate
farrukh
Very true, Lirun.
You’ve gone even deeper into the harmful effects of smoking. Amazing how one picture can spark off so many thoughts and discussions, isn’t it?
Hey Nayaab,
That’s a great website you’ve posted - with the word ‘twins’ referring to similar ads.
There’s more than two versions of this execution - some very similar in copy as well. Now that’s scary too!
farrukh
it is called copy cat ads
farrukh,
happen to see this post very late
Its now become a global problem. By banning public smoking here in dubai people can breath much! But still there are people who smoke in public places. Passive smoking was a big problem here. Why can you start an online campaign? why can’t we circulate mails on anti-smoke awareness?
Hey Louai,
You’re doing a good job spotting copy cats on your blog. Keep up the exposes!
farrukh
Hi Saljo,
So much can be done. But the change for smokers must come from within. I think. Do we have ads that can make this happen?
farrukh