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Can Artsy Advertising Mix Well With PSAs?
By: Dwayne W. Waite Jr.
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Can the glitz and glam of fashion and CPG advertising work in the nonprofit arena? It is hard to say. People do like to be entertained and informed when it comes to advertising, but when does it seem like the campaign is doing so much that the work overwhelms the message?

Again, we don't have a concrete answer. We think that nonprofits and PSAs could use some better work, and we've seen some. For example, the "No More" campaign had a great ad during the Super Bowl; a far cry from the other domestic violence ads currently running.

Let's be honest; though the message is an important one, the message still has to tell a good story and attract attention.

Now we come to the latest ad done by Saatchi and Saatchi. The topic? Texting while driving.

The ad shows big, white letters, and each letter showcases an element in a car crash: broken glass, burning metal, and even dripping and splattered blood. Powerful imagery for sure.

The ad is first premiering in the country with the highest amount of texting-while-driving accidents in the world: Egypt.

What does the ad say to you when you watch it? It certainly brings out the carnage associated with accidents, and that no person should be the catalyst of such horrific art. But is it effective? If the point of advertising is to inform, remind, or persuade a perspective audience, does this ad accomplish its goal?

Or, if the point is to create awareness about texting and driving, does the message speak louder than the art?

Like the actual message, the way we portray it definitely deserves a conversation.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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