It’s All About Art Direction

Wednesday, 03 March 2010

Yes, yesterday I said that it’s not an ad without a headline. But good ads can be copy or art driven. And while not the most visually striking piece of work, this advertisement pulls at your heart strings, then quickly turns you on your head and makes you laugh…or maybe roll your eyes. In either case, it’s highly effective–at least at first–because it uses a known look and feel that we all sympathize with, meant to mimic the not-so-beautiful-but-very-emotional ads that ask us to feed the children or save the animals. healthiernynow-pennies-030210big

But this ad is asking New York state residents to approve a tax on sugar, money that would then go toward health services meant to lower obesity, as well as lower consumption by raising prices on high-sugar beverages. This taxation model is much like that of tobacco products, and while it may sound good in theory, most people are of the mindset that cigarettes and sugar are miles apart on the “bad for you” spectrum and are resisting this initiative.

The ad states that “For just a few extra pennies, we can reduce obesity, diabetes and heart disease and stop devastating health-care cuts in Albany.”

AdAge reports that the tax will equal “about 1 cent per ounce on sugar-sweetened beverages and sodas.” And that “the campaign, “Just a Few Pennies,” will last through mid-March and is running statewide on broadcast and cable channels.”

What do you think, of both the ad, and the issue?

As a former fat kid and a commuter frequently squashed next to overly large passengers, I’m in favor. “Bad” food should be an indulgence, and priced as such. As for the ad, I like it. It’s not groundbreaking, but it works. And of it got me to write a blog post, there’s got to be something going on there.

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