25 comments

Ravages's picture
Ravages
842 pencils

How do I say I like this ad without sounding condescending or fawning?
Good one, and it taught me a little about MS I didn't know.

But what's the call-to-action? Who is the ad targeting? What next?

--
http://cc-portfolio.blogspot.com
http://www.selectiveamnesia.org
http://www.flickr.com/photos/ravages

theredm's picture
theredm
252 pencils

This one's just promoting awareness. And it does so very well.

Ravages's picture
Ravages
842 pencils

OK. My awareness is promoted. (Er...forgive that line)
What then? I go back to my life and forget all about it? I go splurge 20,000 whatever currency on a new bike, or clothes?

--
http://cc-portfolio.blogspot.com
http://www.selectiveamnesia.org
http://www.flickr.com/photos/ravages

theredm's picture
theredm
252 pencils

Are you trying to say that ads promoting awareness of any sort are inefficient?
Pretty much everyone across the nation has heard the words Multiple Sclerosis (thanks to Montel Williams and Ozzy Osbourne). That doesn't mean that people know how it affects the body. This ad tells you exactly what it does. It starts shutting down certain parts of your body, one by one, as the ad clearly shows. Maybe this ad would reach someone with a little extra money and a kind heart that would not have a problem with donating a buck or two so that researchers might be able to eventually find a cure.
I'm sure that at least 95% of the people who read this ad will just glance over it and not care one bit, just like you. But the 5% that care are the people who this ad is targeted at.

Ravages's picture
Ravages
842 pencils

Kid, listen carefully, if you can manage to.

I care. I was a little moved by the ad. I want to do something for the cause. How?

That has been and will be my question.

theredm's picture
theredm
252 pencils

Well, it's damm near impossible...kid. The steps are pretty much like an Indiana Jones movie, so bring your hat, whip and pistol because it might get a little rough.

1. Go to Google.com
2. Type in 'ms.'
3. Go to the first link.

Who cares if the website isn't blatantly right on the ad? It's so easy to find anyway and anyone wanting to know more information about absolutely anything is already going to go to the internet as their #1 resource. Do you really NEED this spelled out for you?

Matt Aubie's picture
Matt Aubie
16 pencils

For every ad like this, somebody always ask "what's next?" "what do we do?" And I don't really understand that comment, or maybe I just disagree with the idea that there is a need for a tagline telling you what to do. In our society, we are surrounded by means of donation, volunteering, etc. This isn't an ad supporting one donation line, or one research facility. It's simply an ad opening your eyes to MS. If you care enough, you'll find where to go. I feel this is more powerful not having a phone number or website. There is NOTHING being sold here. This is pure emotion and pure information. It leaves the viewer to do what they will... and it strengthens all the ads that give you a donation line or information line.

---

Ravages's picture
Ravages
842 pencils

I agree that this ad doesn't sell anything. I am not asking for this ad to sell me stuff...

You see, I had only a very vague idea about MS - and this ad made it clearer. It's in that way a very strong idea. It also made me want to do something about MS - probably help others affected by MS, or somehow contribute to aiding the cause. (Not all copywriters are heartless bastards, you see.) But then - how do I help? Whom do I contact? What do I do? You've (not particularly you. I mean this ad) given me a very strong message. Messages require some action on them. Which is what is lacking in this ad. An action-plan. Either - learn more about MS and how it can affect your life (or your loved one's) or help us spread the message...or something.

C

--
http://cc-portfolio.blogspot.com
http://www.selectiveamnesia.org
http://www.flickr.com/photos/ravages

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

You both have a very valid point in your argument. And I agree with both, actually.
But "personally", I'm more with Ravages in that I need some type of next logical step in the
communication to make the message more immediate and effective while I'm still "hot and heavy" from the ad.
If you're affected enough by the ad, you'll certainly find a way to contribute to the good cause.
But a little nudging in the right direction will greatly help putting that raw emotion into action while it's still fresh...

hang-the-dj's picture
hang-the-dj
1262 pencils

The reason there is no call to action is because the fewer elements you have on the page, the greater chance you have of winning awards.

I would bet a lot of money the version that ran had at least a phone number and probably a website too.

_______________________________________________________________
If you live in the river you should make friends with the crocodile.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

You sound like a very wealthy chap... I've got five bucks that says you're absolutely right.

hang-the-dj's picture
hang-the-dj
1262 pencils

Ha ha, I'm certainly not wealthy, but I know a scam ad when I see one.

theredm's picture
theredm
252 pencils

I guess it IS pretty tough to go to Google and type in 'ms.' It's the first or second link.

kre8's picture
kre8
989 pencils

i like the idea of the use-by dates, but i dont like the art direction.
i think it could be more interesting than a model sitting in a studio.

erhanali's picture
erhanali
368 pencils

Perfect! insightfull.

"Everyday is one short life"

www.erhanali.blogspot.com/

Hiba Sk's picture
Hiba Sk
6 pencils

just wondering if this is part of a campaign that also showed other genders/ages in its executions....

gabrielrodz's picture
gabrielrodz
48 pencils

Looks like an undersexed creative team had their chance.

igetit's picture
igetit
12 pencils

You see a photo of a woman whose limbs are going to stop working and you think about pornography. Mmmm.

Dubious's picture
Dubious
2 pencils

OMG, I had no idea MS was this distructive. Look at her right arm! It's come off! That is horrible. Very effective ad it certainly got my attention.

MacXO's picture
MacXO
3 pencils

As a former Production manager/art director/IT manager, I just want to say, "Have you guys ever heard of a 'Public Service Announcement?"" PSAs have been around for quite awhile and they only show or teach. It's your awareness is what PSAs are concerned about.

With that said, I have M.S. and the ad is spot on. Little too much PS but spot on.

Also, Mr. Dubious, though the PS work may have been done badly, you shouldn't make fun of the message on this PSA. There are MS people out there that feel like their arm is not attached, as my legs sometimes feel.

- K

Guest's picture
Guest

i'm confused. is the detached arm part of the statement? or is it just bad photoshopping?

Guest's picture
Guest

Definitely bad photoshopping.

Guest's picture
Guest

PSA's like this are really very condescending, their sole purpose being to trigger an emotional response, like being sucker-punched in the face.

Guest's picture
Guest

I would like to know what this ad ran in.

Guest's picture
Guest

Why does her right arm look so decapitaded? Photoshopped....

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