I read many enthusiastic comments about this campaign today. And I admit that the artwork is gorgeous. Without the copy would be the perfect illustrations for a book. Or an animation on Vimeo. But the copy for an animal care organisation ruin it all.
Advertising can be brought in a form of exaggeration. That is what the creatives from Ogilvy & Mather in India tried here. They failed.
Swap the dog for a child. Would you get rid of depression? And can you give a child a happy life if you suffer from depression?
Back to the ad from the World For All Animal Care and Adoptions. Strange starting point for an animal shelter. They would have to make a fuss about the dog. Not the human. A pet can bring you a lot of happiness. But it isn’t one-way traffic.
World For All Animal Care and Adoptions
Ogilvy & Mather, Mumbai, India
National Creative Director: Rajiv Rao
Executive Creative Director: Abhijit Avasthi
Senior Creative Directors: Srreram Athray, Elizabeth Dias
Art Director: Sanket Wadwalkar
Copywriter: Rohan D’Souza
Ads of The World