Agency Network: 
December 2010

Print advertisment created by Extreme Group, Canada for Stepping Stone, within the category: Public Interest, NGO.

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

Comments (14)

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fuerstlich's picture
Activity Score 16

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

luispiter's picture
Activity Score 2756

ahhhh wtf

kleenex's picture
Activity Score 49606

That is some wild copy....

mdb1974's picture
Activity Score 411

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

iwannatalktosamson's picture
Activity Score 701

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

TiltedChairCreative's picture
Activity Score 513

It's just a truly awkward subject to tackle.

manumartin5's picture
Activity Score 1196

social ad for some cause?

Brainsoup's picture
Activity Score 110

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

exithigh's picture
Activity Score 86

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

sintra's picture
Activity Score 699

thought provoking text

Billoughsby's picture
Activity Score 5144

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.

That's it.

sbasrur's picture
Activity Score 18

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
Activity Score 25

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
Activity Score 1024

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.