We’ve made a lot of public service ads over the years. So we’ve studied the category. Sometimes we see successes from ads that use shock value tactics, particularly in the UK. Man, do they love their bloody, shocking, frightening social marketing ads.
But this one is different. Especially for the UK. Which makes it really, really stand out. If you’re in the communications business, that’s what you need to make sure your work is doing: standing out.