Ad Nut is understandably incensed by all hairless beasts who choose to slay furry creatures for the fun of it. So the dark humour behind this prank suits Ad Nut down to the furry toes.
The move to "stop hunters breeding" for the sheer purpose of mocking them would likely backfire on just about any entity except PETA (People for the Ethical Treatment of Animals). The outspoken organisation is already known for its controversial marketing stunts and, compared to its red-paint-flinging past, this is mild. But one has to admire the long-game PETA played in marketing this product for months before jumping out of the proverbial trees and shouting "AH HAH! GOT YOU!"
Of course, Ad Nut knows the campaign was more about generating publicity, awareness and humiliating hunters than it was realistically about exterminating bush-crawlers through prophylactics, but Ad Nut appreciates the idea.
Erick Rosa, executive creative director, MullenLowe Singapore:
With this idea, we bring the conversation back to the forefront. PETA is a bold, courageous and amazing partner; they not only championed the idea, but worked with us hand in hand from day one to effectively market HUNTSMAN as a brand with real purpose.
Client: PETA - Ingrid Newkirk, Ashley Fruno
Agency: MullenLowe Singapore
Executive Creative Director: Erick Rosa
Art Directors: Fabio Santos, Martin Coppola
Copy: Guy Lewis
Production: Jonathan Gerard
Account team: Gonzalo Olivera, Fan Yang, Cara Fong
Editor: Adam Snyder
Illustrator: Natasha Hellegouarch
Sound design: Neon
Web design: Leandro Reis
Need more ads? Visit Ad Nut's Campaign colleagues:
Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East