3, 3, and 3: Part 2

Let's start with a basic understanding of what responsible advertising is, whether it be for a cause or a product. I believe that it promotes its client in a way that provokes thought, interest, humor, happiness, or any other positive emotion. Irresponsible advertising provokes negative emotions. That being said, this first print ad by JWT out of Dubai blends humor and impact to create a very well done piece. This is taken from a series designed around promoting ocean cleanliness in honor of Earth Day. I find that the ad resonates with me particularly effectively because of my own love for sushi.

Next up is a print ad that utilizes vivid colors and the beauty of nature get its message across. This series out of Jakarta by McCann Erickson for the Jakarta Reptilian Lovers Association is a perfect example of responsible advertising at its best. The ad evokes entirely positive emotions: awe, happiness, excitement, etc. in order to pull you in and prove a point. It also uses the tricky concept of optical illusion to present a dual-effect: you have a beautiful image composed of individually beautiful examples of nature.

Third is an online piece by AMV BBDO for gun control and peace advocacy. This ad is by far one of the more controversial of the "responsible cause advertisements" because it utilizes a touchy subject: shock effect. While I would not go as far as to say it is a negative form of promoting a cause, it certainly is not the highlight of the spot. I personally find the jaw-dropping high speed camera footage to be stunning. For me at least, this ad is very responsible because it evokes interest, awe, and even shock from me. I love this piece.