I was going to write about this nice cinema ad for Orange from Jack Black, but as I detest Orange (They tried to get me to pay a £700 phone bill that was an error, then threatened to sue me, then cut me off after 6 years of loyal patronage) I instead thought I would take the time to write about this somewhat controversial new campaign for Tropitone bronzer.
The copy in English translates as “NON-WHITES” and harks back to apartheid days in South Africa, Tropitone then spray painted their logo with an ad for sunless bronzer next to the benches on the pavement, suggesting that once you use the product you will no longer have white skin!
Interesting approach from Johannesburg ad agency morrisjones. Thoughts ?
Mmm it might go over the majority of peoples heads but i like it… kinda gritty 🙂
Troy, I’d imagine it really wouldn’t go over many people’s heads, it’s not that smart. Even if they didn’t see the Tropitone sign on the floor, they’d still be filled with that awful feeling of something South Africa has been trying to forget and move away from for years. It’s not funny or clever, it’s stupid. To even think it, let alone actually roll it out, is beyond me.
Another ad agency thinking they’ll try break convention by being really really stupid. If only they realised they weren’t the only ones.
Agree 100% with Don & Rich on this one.
I wouldn’t consider myself ‘sensitive’, but that is highly insensitive to the vast majority of people, you don’t see many ad campaigns poking fun at slavery, genocide or anything else along those lines, there is a reason for that. I bet the agency think they were so smart for coming up with that when in fact, its disgraceful. The true genius of advertising is not at the expense of human tragedy.
I don’t think I’m ready to have a sence of humour around apartheid yet… to use it for commercial gain. That’s just fucked up.
It could be seen as a sensitive topic…but I think it’s classic – well done!
wow.. and the photoshop is really bad.. no way that is a real stencil . i smell Loeries.. poor taste imo
If you look at the letters “I” and “E” in the first word they look totally different in the two pics, but you can tell from the chip at the top of the bench that its the same bench, also the printed words physically seem to shift further left in the two pictures.
its in poor taste. Whats next? Wouter basson selling cleaning agent?
something are better left to rest.
i think it’s a great idea.
SA needs to lighten up a little with a bit of humor
I love that this is a sensitive topic and this shows that SA’s have moved on.
What a great idea!