Smurfs are enticing kids to come discover the forest on billboards across America right now. And on TV.

I can't be the only mom who frowned immediately at the billboard thinking; "That's great, now the offspring will nag to go visit the forest and throw a tremendous disappoint-face when there's no smurfs there" The ad look more like an ad for a Smurf Theme Park than for the adventure that is nature. The Bait-&-switches are targeted at ever younger demographics.

the Ad Council.
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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.