The AICP is seeking to stamp out ad cliches with its 2010 Call for Entries campaign. The integrated push hinges on a peculiar logo--a babypuppy--which features the head of a dog and body of a baby. The logo represents the industry's overexposed imagery and cliches and serves as a rallying cry for creatives to avoid the path most traveled.
The campaign website features a clever editing tool, the "Cliche Ad Machine," that allows visitors to cut together saccharine scenes to create their own cliche ads, as well as a shootem up video game targetting babies atop puppies. Direct mailers also included temporary stencil kits that invite creatives to spread word of the movement against babypuppies.