Who’ll protect us from NSF’s ad campaign?

Water-lifeguard

Olson in Minneapolis has created new print ads tagged "Live safer" for NSF, a certification company that puts its stamp of approval on various consumer and commercial products and services. (Who certifies NSF? The government? Maybe Ralph Nader. He's got time on his hands.) The ads show miniature, potentially life-saving professionals protecting products—in this case bottled water. See all four ads here. The concept is logical, but I find it kind of creepy and invasive. The security guard standing watch over my jar of multivitamins could nick anything from my medicine cabinet and have a party in there. I also don't appreciate the lifeguard dangling his bare feet inside my bottle of water. And frankly, those of us who grew up in the '70s will equate the tiny boat in the jug of filtered water with the Watergate-era hijinks of the Ty-D-Bol Man.

—Posted by David Gianatasio