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With all due respect to “good,” it’s not as entertaining as “bad.” So, a campaign for a vitamin-fortified water named Bot emphasizes that the product is good (free of sweeteners, preservatives, etc.) by contrasting it with various things that are bad. In so doing, print ads and in-theater movie shorts by TDA Advertising & Design of Boulder, Colo., take a theme line that could sound utterly banal — “Bot is good” — and give it a distinctively quirky feel.
The campaign’s video component shows bad things happening to three animated characters who look like delinquent cousins of the Teletubbies.
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