How does this end up in the Communication Arts Annual? Isn’t there some sort of a filtering device that prevents god-awful ads from getting it past the presses? Isn’t there a level of standards present over at CA headquarters? Obviously not.
Firstly, I am a big hater of one-ad-done-three-ways campaigns. But this campaign is even worse because it’s the same damn image shown three times to boot. Is there a reason why this isn’t a one-off? Did the good people at Johnson & Johnson feel the need to pay 3 times the amount in production costs than were necessary? Did the good people at Johnson & Johnson just recently have frontal-lobe lobotomies? No comment.
Any guess as to what the concept of this campaign is? Not unless you read the explanation provided. It’s great how they’re so cryptic so that nobody can figure it out. I guess they took a page right out of the New York Time’s Crossword playbook. Great job McCann-Erickson Mumbai.
And I wouldn’t be coming down so hard if it was a campaign for a bank or something. But there are so many creative possibilities for a client like Band-Aid. I am creaming in my pants as we speak just thinking about it.