Crime Stoppers: Speak

Use your real voice. Anonymity guaranteed.

Advertising Agency: Target, St. John's, NL, Canada
Creative Group Head: Jenny Smith
Creative Director: Tom Murphy
Art Director: Dax Fullbrook
Copywriter: Victoria Ward
Photographer: James Ingram
Account Executive: Alaina Kent
Published: September 2010

Related videos by Shutterstock

9 comments

Billoughsby's picture
Billoughsby
5091 pencils

I give this series points for one reason: They dare to attempt whimsy in a genre that is characterized, almost to an ad, by a stereotypical "gritty" or "street" approach.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

atb2005's picture
atb2005
13567 pencils

Using whimsy in this genre is like using whimsy in that ad about anorexia (with only one guy carrying the coffin). I think it just doesn't work. It also looks like a campaign for some toymaker. That said, it does not have to follow the old trite gritty or street approach.

Billoughsby's picture
Billoughsby
5091 pencils

I won't go to the mat for this because it simply isn't that special. But I nearly always appreciate departures from what's expected. That's what makes people who aren't in advertising look at an ad, and making someone look is half the battle.

What's bad practice to us isn't always bad for communicating with the public. (It's like AD's I know who go nuts over "tangents" in photos. -- Bothers them, and virtually no member of the general public.)

I think the analogy between anorexia (a negative) and an anonymous tip line (a positive) is extreme, and misses the point. There is room for whimsy in one more than the other IMO.

Cheers.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

atb2005's picture
atb2005
13567 pencils

Reporting a crime is an issue just as serious and important as anorexia. That was my point. I wasn't thinking along the lines of negative (illness) vs. positive (tip line).

AdsofChina's picture
AdsofChina
99 pencils

It's ok, nothing special but certainly strong and meaningful visual.

Ads of China // 中国广告
http://adsofchina.wordpress.com

Anonymous Author's picture
Anonymous Author
1541 pencils

Fair to middling. Extra points for advancing the cause of Anonymity in this celebrity-riddled world.

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

bobby666's picture
bobby666
1460 pencils

not powerful enough for something like reporting crime.

Guest's picture
Guest

If you've never had to report a crime, it would be hard to make the connection on how important vocal recognition can seem.

Log in or register to post comments