This ad, that focuses on boobs, breasts, boobies, ta-tas, tits and headless shots of boobtastic cleavage is from Lowe Porta, Santiago. It encourages us to love them boobs because if we don't check them out on a regular basis, we might lose them. And our life. (Y'all know there's living creatures attached to these boobs, right?)
Vo says: "If we like them so much, we should take care of them. Make a woman get a breast exam."
Now, everyone and their mother, from Jezebel ("Save the women not the boobies") to MS magazine ("Save second base shouldn't be our mantra"), are getting a tad sick of the sexualisation of breast cancer, and there are currently kilometers being written about this by varying degrees of livid women. I'll just do it the Adland™ way. Hang on a second while I correct my black turtleneck and shave my head like a scandinavian creative director.
*yawn* Man, I so saw that shit win countless awards over thirteen years ago. Old idea.
I did. It was the Singapore cancer society ad created by Leo Burnett which played well in Japan but offended people in France. You can find it in several award books. It launched a research project by Leo worldwide on when sex sells and when it doesn't, and you can also spot it on page 166 in the book Consumer Behavior. There are cases where sex doesn't sell, and in most cultures breast cancer is definitely one of these cases. It works in Japan tho. And quite possibly in Chile as well. Class dismissed!