These ads were done for The Eagle Awards. What they do is, they give awards to the best print ads done by South African brands or companies. And to encourage great print advertising, they’ve come up with a great print campaign. I can’t imagine it being very difficult, seeing as the judges for these awards would have had some part in the creation of theses ads.
The headline is similar in each ad, but slightly different. The thing they all have in common is, “Every time you make a bad ad…” Which is then followed by, “…a unicorn dies”, “…a fairy loses her wings”, or “…a bunny commits suicide.”
These ads, although laced with a dark humour, seem like they would destroy, or at least alter, any pleasant dreams you’d ever had about majestic unicorns, bouncing bunnies or dainty fairies. And in a way, this is the point of these ads. To make you think, ‘Awww, I don’t want that poor bunny to commit suicide because of my advertising.’ But this only works if you’re currently involved in the advertising industry, in one way or another. But then again, that’s their target market; people in the industry. The only other group they’d need to aim at would be people who enjoy good advertising. But then these ads can speak for themselves.
This type of advertising can only be good for everyone. The ad agencies realise that if they’ve been slacking, they need to buck up and starting “making magic”, the consumers seeing these ads get a good laugh or an ‘awww’ out of it, and The Eagle Awards get more entries. All’s well that ends well.
P.S. This is my last post reviewing ads, and next month I’ll be coming back with a fully fledged theme. See you then…
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