Agency: Draft FCB, New Zealand
haha so what is the light radioactive. if it was that bright the picture would be white. I mean something seems off
So that’s a skeleton? It’s showing that the light stays on forever? If it is a skeleton, why is the skeleton under its covers in its bedroom. Don’t children usually do that? So if a skeleton is in a child’s place, isn’t that morbid? Hmm yeah it’s off.. I don’t quite get it.
Yeah I’m with you guys. I have no idea what this ad is saying. My initial reaction was that the light was somehow powerful enough to see through skin or something, then I thought that it was supposed to illustrate that the Maglite works for a long time. But would that not be dependent somewhat on battery power? If this is the intention, then I say it’s better suited to a battery company. The push for Maglite as a company should be about durability, build quality or sheer power. This doesn’t communicate any of these directions.
Hmmm, I was thinking the book was dull enough to bored him to death, therefore his body started to decompose. But why would he die sitting upright?
Sorry this ad is too weird and wide open for misinterpretion.
I can see what the agency tried to portray but did it in a very distatseful way. I agree that children generally read under the covers like that and to show a skeleton is pretty bad.
I don’t believe that the purpose was to portray a dead child, but rather what most of you have mentioned and then dismissed. It portrayed the “sheer power” (great term, Niilo) of the light by comparing it to an X-ray, and I thought it was in a clever form. I mean, come on… wouldn’t it be cool if there was a light bright enough that we looked like an X-ray? and if there WAS a light bright enough on the market to do that I’d definitely check it out.
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