CAP48: Look me in the eyes...

Look me in the eyes... ...I said the eyes.
So that the handicap is no longer a handicap

CAP48 is the leading Belgian charity working for the integration of handicapped people. The ad depicts the glamorous model smiling to camera, evocative of Eva Herzigova's Wonderbra campaign. It highlights the fact that before anything, a handicap is not the defining trait of those who have it. In few days the model Tanja became a famous egery all over the world.

Advertising Agency: AIR, Brussels, Belgium
Creative Directors: Grégory Ginterdaele, Marie-Laure Cliquennois
Art Directors: Marie-Laure Cliquennois, Marine Vincent
Copywriter: Grégory Ginterdaele
Photographer: 11H58
Published: October 2010

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morse's picture
15028 pencils

Wow, very powerful and brave. Nice insight. You can't not look at the amputated arm.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Yes, I agree with Morse, but it's still a handicap..... I don't get the point.

Guest's picture

it's still a handicap regardless if others notice it or not.

ElCaza89's picture
315 pencils

nice, a jab to the face, like it!

Roger Keynes's picture
Roger Keynes
5497 pencils

Roger that. ;)

Will Think for Salary

LeeMoh's picture
424 pencils

Roger that too.

Guest's picture

The point is that people (not just men) will stare at a woman's breasts instead of looking into her eyes, which demoralizes her and loses the point that the woman is talking to you and you should look into her eyes as a gesture of respect... and finally listen to what she has to say as an intelligent person. Handicapped people want the same thing! Yes, it's hard to not look at the missing appendage, but grow up, treat them with respect and listen to them! Stop ONLY seeing that.

Handicapped people are judged on what you see on the outside, as are women.

LeeHarvey's picture
3045 pencils

I like the Wonderbra-twist in it. Well done!

krish2193's picture
12 pencils

but why image is grey?


Guest's picture


Because the original is grey.

Guest's picture

You mean Black and White. because the original Wonderbra advertisement was in Black & White.

Felicitas_Pauker's picture
179 pencils

@krish2193: I think it's done in grey because it kinda recalls the Wonderbra Ad. Maybe I'm wrong but it seems to me that it was saying the same thing (look at my eyes)... Am I wrong?

Oblabla's picture
298 pencils

No you are right! there's a wonderbra ad with the same message.

Guest's picture

great idea. They talk about this ad on TV news... I think ABC news or something.

Dzsoi's picture
5268 pencils

Very good, deep, insightful ad.

Guest's picture

emotionally striking

firasbachi's picture
33 pencils

Amazing and straight to the point

If Yesterday wasn't ours.. tomorrow would be..!

firasbachi's picture
33 pencils

Amazing and straight to the point

If Yesterday wasn't ours.. tomorrow would be..!

redbully's picture
30 pencils

I'd hit it.

Guest's picture

This brings back memories people. Years ago a same idea happened in the far east Europe. Famous sportspeople contributed their body parts for a drink and drive campaign. Great! Love it all!

Olafski001's picture
1194 pencils

great stuff
the model is being interviewed on TV right now
well done, air!

Adaddicted's picture
3435 pencils

Great insight!


Guest's picture

Great idea.

Guest's picture

insight is very good. Brilliant idea.

Guest's picture

Great copy!

Guest's picture

smart. well done

lavozdelprocer's picture
19 pencils


Guest's picture

So true. Great.

Guest's picture

Deep, emotion, stopping power, brilliant insight...

Guest's picture


velle's picture
1550 pencils

She is very brave to do this...

Also, I like how instead of thinking up new ways to convey the message, they decided to spin-off from the old Wonderbra ad. It's doubly effective now. It would have worked even if it bore no resemblance to the old ad, but now that it does, it messes with your head. It's like an alternate reality version of the old one where two objects cannot occupy the same space at the same time (something I heard from an old sci-fi movie), but here they are (inside your head competing for the same space), and you have to split them into two categories so they can at least co-exist peacefully (inside your head), so in having to define the differences between them, you're forced confront the issue. You can't ignore this even if you wanted to.

*I should have taken philosophy in college, I would have been so sick of it by now if I did...

Guest's picture

excelente campaña desde Chile @pelatito

jasonP's picture
222 pencils

I got it.
This site explains about this ad.
It's really nice.

squaredude44's picture
2 pencils

I didnt even notice the arm, all i noticed were her nice breats

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