Stepping Stone: Brothers

At my wedding, my younger hooker gave the funniest speech.
Sex workers are brothers too.

Advertising Agency: Extreme Group, Halifax, Canada
Creative Directors: Shawn King, Anthony Taaffe
Art Director: Jeff Simpson
Copywriter: Jeff MacKay
Photographer: James Ingram
Published: December 2010


fuerstlich's picture
16 pencils

Dont know, but its open minded, i like that.

luispiter's picture
2756 pencils

ahhhh wtf

kleenex's picture
37437 pencils

That is some wild copy....

mdb1974's picture
411 pencils

Humanizing as well as arresting. Great copy, thoughtful concept. Nice.

iwannatalktosamson's picture
701 pencils

Agreed. It's shocking at first, but it makes you think. Which is what great copy should do. Nice work.

TiltedChairCreative's picture
513 pencils

It's just a truly awkward subject to tackle.

manumartin5's picture
1196 pencils

social ad for some cause?

Brainsoup's picture
110 pencils

the copy should say "sex workers are sisters too" no? or hooker stands for males too? uuhhmm

exithigh's picture
86 pencils

I agree with mdb1974 & iwannatalktosamson. Keep up the good work.

sintra's picture
699 pencils

thought provoking text

Billoughsby's picture
5124 pencils

This is a species of preaching to the choir advertising -- half the people want the other half to read it and feel the pure enlightenment. Yet it doesn't tell that half anything new, and it won't convince the half not already on board of anything.

This subject is a tougher nut to crack than the team that produced this pleasant little ad were aware, in my opinion.

"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

sbasrur's picture
18 pencils

I can get what they're trying to say, and maybe it's just my Indian sensibilities speaking, but would you actually refer to someone who gave a funny speech at your wedding as "my youngest hooker"? Just a thought.

blahblahblahblah's picture
25 pencils

Funny. But should they be? Stepping Stone is an organization that aims to help sex-workers while they're on, and eventually get off, the streets. This copy makes it seem that it's alright to be one, or that these people have made the choice to enter the sex-trade. I'm not judging, but, considering the fact that most sex-workers enter the trade for unfortunate reasons, and would rather not be doing it, it's odd to write copy that excuses it.

While I think the copy is good, and funny, it sends a message that isn't really coherent with what Stepping Stones is doing. "My brother is a hooker, and, you know, whatever, he's still a good guy." Fine, but are we trying to stop people from dehumanizing sex-workers?

"I'm proud of my tramp," as the other one says. I dunno. I can't believe I'm writing this, but, I think this is misplaced humour.

"I'm proud of my meth dealer. He puts food on the table."
"You wouldn't believe what a great artist my liquor-store robber is."

MidasTouch's picture
1024 pencils

I don't know how to take it.
Is it like "I'm proud of my brother doing this, we have to respect these people"? Or maybe the guy doesn't know about his brother activity?

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

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