CAMPAIGN DIARY: Naked appeal raises burning questions for national safety group

The Royal Society for the Prevention of Accidents says posters can be lethal. It has been speaking out against ads that divert drivers’ attention away from the road.

The Royal Society for the Prevention of Accidents says posters can

be lethal. It has been speaking out against ads that divert drivers’

attention away from the road.



McCann-Erickson in Bristol created two poster executions for the cancer

charity, Bristol Beating Cancer Campaign, which aims to make people more

aware of bowel cancer - apparently it causes the second highest number

of deaths of any cancer.



The ads show either a male or a female bottom with the strapline: ’It’s

yours you should be looking at.’ Since the posters went up, there’s been

a mixed reaction from the Bristolians.



A spokesman for RoSPA has commented: ’We don’t want to see motorists

distracted on the road, so ads shouldn’t be sited where they can cause

distraction.’



So, in effect, ads that are eye-catching should be placed where no-one

will see them.



The comment has amazed McCann Bristol’s managing director, Jon Jeffries:

’The low awareness of bowel cancer is a major issue and there is no

proof that posters of this nature do anything other than get their

message across.’



Oh, well, it worked for Wonderbra and Pretty Polly. Bottoms are

obviously the next big thing.



Different controversy has come from a London agency. Travis Sennett

Harari, formed last year from Harari Page and Travis Sennett Sully Ross,

recently completed a poster campaign for Harvey Nichols featuring a man

sexily smoking a cigarette. The agency was so proud of the ad, it

erected a poster in its reception for visitors to admire.



Hastily put up with Blu-Tack, the poster eased itself off the wall while

the agency was closed over the weekend and found itself a new home on

top of a Halogen lamp which had been left on.



When staff arrived on the Monday morning, the fire alarms were ringing

although, luckily, the poster had only reached the smouldering

point.



We know they thought the merger would bring great things, but it’s

really a bit steep to ignite your building in an attempt to create a

hot-shop.



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