The ever-popular Guy Kawasaki posted the following on Twitter today:
40+ creative stop smoking ads
The accompanying link took you here where you viewed 40 ads like the one pictured in this article.
Of Guy's 193,000 followers, was I really the only one who disagreed with his assessment? Appears so. At least I was the only one to post the following comment:
"These aren't stop-smoking ads. They are crucify-the-smoker ads. Truly great creative would help people get out of the grip of this terrible vice."
Isn’t that our goal as advertising folks: to solve problems? Or do we merely try to come up with the greatest shock value in images and words? Everyone knows smoking is bad for you, those around you, your unborn child, the upholstery in your car. So why create campaigns that state the obvious? Everyone’s nodding along except for the smoker who’s sitting there with a stinging cheek and likely the shameful desire for another smoke. Seems the audience of these ads is non-smokers.
What a missed opportunity, 40 times over. Just yesterday I was a guest speaker to a class of 7th graders studying creative writing. I shared with them the basics of copywriting and fielded excellent questions. At the end of the class I asked how many kids were interested in going into advertising and several of them raised their hands. My parting words to them were that having the gift of being persuasive with words can help them make a mark on the world. Scientists may be searching for cures for cancer, but great writers can help motivate donors to give to cancer research.
I believe this. And I believe truly great advertising can change people's habits. Which is why these ads all feel hollow to me. What do you think?
Comments
Point taken. I have seen relatives and friends try to quit smoking and it's really hard. You are right that these kinds of ads aren't motivating to those who want to quit. Makes them feel demonized instead.
I found myself admiring many of these ads for their visual cleverness--until Kat Gordon brought us back to the intended audience and what might motivate them. She's right. These ads are preaching to the converted. Copywriters would do well to spend more time talking to ex-smokers about what really got them to quit, and what that monkey on their back was saying during the process.
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