It's time to be ethical and responsible!

A. 3 ads that promote a product in a responsible way

1.

Advertiser: Dove
Ad Agency: Ogilvy & Mather, Toronto

This dove commercial is trying to show that we live in a world of unreality, a world of plastic surgeries and eating disorders. When girls are young they get exposed to his world by magazines, TV, or just peers. Dove is trying to show the consumers that there’s no world of perfection. Everybody looks different and every person has something they don’t like about themselves, but that shouldn’t be a reason to change the person you are. Dove is trying to show the population that inner and natural beauty is important and that everybody is beautiful in the way they are.

This commercial is a good example for the population and the reputation of Dove, but not everybody knows that Dove and Axe are owned by the same company… How funny is that, they basically have a controversy within their own company! Dove is all about the inner beauty, while Axe is something that will get you all the ladies you want…

2.


Product : SONY Corporate Image
Agency : Saatchi & Saatchi, Sydney

Sony Australia decided to celebrate the fact that they committed to offset all carbon emissions caused by their corporate travel. They celebrated it in a creative way, they worked together with Landcare Australia and Saatchi & Saatchi to create several grass cars. They then distributed those cars across Sydney. Even though, Sony doesn’t sell cars as their product, they are still trying to remind customers that we need to take care of the environment, and that they are trying to do their share by offsetting all carbon emissions caused by their corporate travel. I think this is a create idea to promote the decision they made. I’m sure it also made people realize that when Sony can help the environment, they can do their share too.


3.


Advertiser = PUR
Ad agency = TBWA chiat Day, Los Angeles

If water had had a voice, this would be one of the things it would say. TBWA chiat day created this idea because they want to attract people to stop buying bottled water. Water tastes about the same whether you filter it or buy it in bottles.
The only thing bottled water do is destroy our environment. I really like the print ad because it’s funny but they made a point. People buy a lot of bottled water while at the same time they could just buy a water filter.

B. 3 ads that promote a social issue/cause in a responsible way

1.


Avertiser: AMNESTY INTERNATIONAL
Agency: LOWE/GGK
Country: Poland

Women abuse is a horrible topic, especially when you're a woman yourself. Talking about this ad makes me sad because I know that this is something that happens to so many women all over the world. In most cases, the victims will keep it as a secret because they are scared. This ads tries to convince people that they can help, but you've to make the first step in order to solve this problem. I really like the ad, especially the copy because it's true: they haven't just broken her heart... they represented this issue in a creative way

2.


advertiser: Blue shield of California
Ad agency: Taxi, New York

Apparently, there are millions of people in California who are uninsured. These naked statues represent the uninsured residents. They are really vulnerable to anything. Blue Shield of California is trying to make this point clear to its residents. Health insurance is necessary.

3.



Avertiser: domestic violence
Agency: SAATCHI & SAATCHI Singapore

We live in a world where verbal communication evolved exponentially, especially with myspace, twitter, facebook,... This of course means that verbal violence is increasing too. Verbal violence might not be exactly like physical but they have some common characters. People, especially younger people, don't really realize how you can hurt an individual by just using words. I hope this ad made people think twice before they would use verbal violation, because words can hurt too.


C. 3 ads that are socially/ ethically irresponsible

1.


Chocolate condoms – before/after
Agency: DDB Group, Belgium

I came across this ad when I was trying to find some ads of DDB Belgium because I'm from there and I wanted to see if I could maybe do an internship this summer. Every body does some research of the company they want to work for and when I saw this ad I was kind of shocked. For me, this is an irresponsible way to advertise something that is supposed to be responsible. It's good that they are advertising condoms but I'm sure they could have advertised the chocolate condom in an other way.