“If you have to use force” reads an print ad by South African agency Lowe Bull, “then it is rape”.
I found this ad purely by accident, but that is one of the things I like best about advertising- when it finds you.
Frankly I was a bit shocked, but then that is the campaign working. The whole campaign, from the pages sealed together to be torn open to reveal a rather graphic picture, is designed to surprise and make a big enough impact for startled bloggers to grab their keyboards. For an advert produced in 2003 for POWA (People Opposing Women Abuse) and strategically placed in a men’s magazine, this strikes me as rather progressive, that or recent ads have misplaced this shock factor, as I have not felt this affected by an advert for a long time.
Additionally, the play with the use of force to refer to two movements (I think you know what I mean), is just too clever for words, and I am slightly saddened that I have not seen any recent examples of pages being stuck together since, with the use of glue in magazines disappointingly relegated to sticking in freebies and perfume scents. A recycling/reinvention challenge if ever there was one.