Timed to coincide with international women’s day, this quick-witted advertising has delivered its powerful message way beyond its original media budget, and is a credit to its marketing team.
It’s no surprise that this new advertisement for Salvation Army in South Africa has attracted media coverage across the world this weekend.
Subverting imagery from the very recent global internet phenomenon #thedress(*¹), the release of this hard hitting image was timed to coincide with international women’s day. The body copy reads:- ‘The only illusion is if you think it was her choice. One in 6 women are victims of abuse. Stop abuse against women.’
Arresting, Relevant, and Topical, this quick-witted advertising has delivered its powerful message way beyond its original media budget, and is a credit to the marketing team at Salvation Army who gave a level of creative freedom to their agency, Ireland Davenport, rather than restrict them to some box-ticking corporate communications process.
It is proof that there is an Art to Advertising
Chris Collis is an award winning Chartered Marketer and Director of independent consultancy Marketing Walk.
(*¹) #thedress was an image of a black and blue dress by Roman Originals, which was lit in such a way that for about two thirds of viewers the dress appeared to be in gold and white. – a trick of the light and of natural variances in human perception. The image has been circulated many millions of times across the globe over the last few weeks. Roman Originals then chose to launch a limited edition gold and white version, a copy of which appears in this advertisement.