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The sun will turn your girlfriend into her mother

The sun will turn your girlfriend into her mother


Gwen Sharp at Sociological Images posted this weird PSA from the Belgian Cancer Foundation, translating the message as “ladies, if you don’t do what we say, you’ll be hideous and your guy won’t want you any more.”

I am told that Belgian humour is pretty special, so perhaps this ad is taken differently there. Perhaps it’s dating me, but from a purely instinctive position I don’t find the moms to be unattractive.

The idea of sun damage prematurely aging skin is a solid one. But the risk is more than aging; it’s damage. And cancer. And even death.

But that lacks candid camera hilarity, I guess.

“Making Of” video after the break.

Originally published in Work That Matters

Belgian Cancer Foundation
Sociological Images

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more