Animal Anti-Cruelty League: Ball

Stop the abuse.

Advertising Agency: Lowe Bull, Cape Town, South Africa
Creative Director: Kirk Gainsford
Art Directors: Cameron Watson, Tariq Bailey
Copywriter: Aaron Harris
Photographer: Bryan Traylor
Published: November 2008

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11 comments

peak900's picture
peak900
211 pencils

why the belt - okay, ist may be used for abuse ...
but why the soccer field?

sneakyhands's picture
sneakyhands
1857 pencils

he's outside, where he can run and play, and he's licking himself. also, he has the field to himself because nobody wants to jump from a cliff to fetch the ball. verdict: this dog has a sweet deal, not abused.

Guest's picture
Guest

its not a belt, its a dogs collar. you can see the stud thing.

striking visual, kinda funny cos you can feel yourself running up to kick it. guess thats the idea.

Guest's picture
Guest

Great idea

Guest's picture
Guest

your dog is not a soccer ball. that is the idea. don´t kick him. same logic with the others

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Yep. It's a very simple visual metaphor, nothing more. No need to read too much into it. While there are many different forms of animal abuse, this more prevalent sadistic way to treat a pet just registers quicker and stronger than the other two in the campaign.

Guest's picture
Guest

Stop the abuse? Thats so ad language it makes me sick. Message is important, don't speak that bullshit ad language, it does not move anyone anymore. Important message need better copy. And so not so "good" ad.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

I DO agree with that comment actually.
"Stop the abuse" just sounds a bit too...laconic? It feels completely devoid of any emotion as it is. I think it can be better crafted.

Blair Semenoff's picture
Blair Semenoff
651 pencils

Is that a dog collar or a belt? Not a very good ad, the dogs licking himself....

Guest's picture
Guest

I couldn't tell it was a dog at first -.-'

Guest's picture
Guest

i like it and good photography nice HDR sets

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