Subtlety is a valuable thing in advertising, as consumers will always feel better about a brand that lets them connect the dots instead of hammering them over the head. But there is such a thing as too subtle, as well. Mercedes-Benz rides that line in these ads from BBDO Chile. We stared at them for a few minutes trying to work out the message, and not just because the copy has been translated.
Chile is one of only a handful of countries in the world where abortion is illegal in all its forms without exception. New legislation could ease that restriction in cases of rape or medical emergency. And it is being backed by three shocking PSAs from Grey Chile that show the desperate measures to which women resort when forced to seek abortion illegally.
Less than a month after the 2010 World Cup wrapped up, a major mining accident in Chile made headlines around the world, as 33 miners were trapped by a cave-in. They survived an incredible 69 days under ground before being rescued in an operation that was televised worldwide.
We've seen all manner of prankvertising over the past few years, but this campaign from LG—if it's real and not staged—could be the most brutal example yet.