When you take steroids, there’s no hiding it. Eventually everyone will see you for what you really are. A fake. A fraud. An asterisk.
Advertising Agency: TBWA\Chiat\Day\NY, USA
Creative Director: Gary Scheiner
Associate Creative Director / Art Director: Ron Castaldo
Associate Creative Director / Copywriter: Jared Rubin
Photographer: Tim Tadder
Published: September 2008
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Comments
I like the positioning 'Dont be an asterix'.
Everything else is epic fail.
I think the positioning is an epic fail. "Ooooh, he's such an asterisk" "Oh no, everyone things I'm an astericks".
Nup, doesn't have anywhere near as much as he's a cheat, or a liar or anything else. Even the website says it's a footnote. Exactly how much power of persuasion do you think a footnote has?
Thing is kids don't care if they cheat or not. They cheat all the time. On tests. Girls. That's why this works. It's being labeled that kids can't handle. Especially in sports. When your life revolves around what your team and school thinks.
this s awful...
it's a little tough to know who the audience is. with a usa olympic logo, the implication is that it's directed toward us athletes. why would the ad council do that? i think it's a big issue in terms of how well the ad communicates. don't be an asterisk america? is that the meaning?
neil levy
Feels like the asterisk is an American sports blemish. With tainted records because of steroid use. But you're right, it's probably bigger than that. But it looks like it's geared toward US high school kids. Maybe college. There's a spot too on youtube http://www.youtube.com/watch?v=FI6SzrjO1w4&feature=related
Really depends on if it only runs in the US. Which I bet it does since it's sponsored by the US olympic committee. Don't think you'd ever say, Hey America to America. Is AdCouncil even world wide?
virtualplaydoh, do you honestly think a kid is going to give a toss if he's labeled an asterick?
i honestly think it's the only thing a kid might care about. You're in HS, or College. A star on your team. You get caught taking steroids and then you get thrown off the team and everyone sees you as a fake. You lose everything. Obviously everyone knows the risks with taking steroids from a medical standpoint. But they continue to take them. It's a fear thing (which I don't love) but I do think it is one of the only ways to make a kid think twice. If someone is still willing to risk their reputation, then there's no ad that will convince them otherwise.
This is similar and maybe done first http://www.gumas.com/skins.cfm