MISDIRECTED

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This ad deserves a place of honor in the advertising Hall of Shame. Johns&Gorman Films has combined powerful graphics, superb copywriting and a horrifyingly real, contemporary life or death scenario in order to sell-themselves.

There is no excuse for going this far to manipulate an audience or for trivializing such serious subject matter. In fact, I would expect much more sensitivity from members of the creative/advertising community.

My suggestion to Johns&Gorman is to take this misdirected (but I admit well-executed) creative effort, edit out all references to their firm and donate it to their local AIDS awareness group. Maybe then the creative can live up to its promise.

Alexandra McAaron

Creative director

Berenson, Isham & Partners

Boston

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