This ad wants you to do a double-take, the classic 'misdirect' lies in the art direction again, it looks simple enough but this body-part double was probably very hard to achieve.

Headline: "The fastest growing cancer among women is not what you think."

"Ask your doctor to check your neck for thyroid cancer. Light of Life foundation."

Agency: Lowe New York Creative Director(s): Gary Goldsmith/Dean Hacohen/Bernie Hogya Copywriter: John Schildkraut Art Director: Eider Suso/Bernie Hogya Account Director: Alecia Fox

about the author

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.

Comments (5)

  • slydecix's picture

    I love the concept, but even with the freaky missing shoulder, I didn't see it as maybe being a torso til I read the copy. Really tough to pull off...

    Mar 03, 2005
  • Dabitch's picture

    It's a nipple! Yes it is!

    I'll admit at first I saw a just neck and thought "feh.. not post-worthy" and it hung around my desk for a while.. But then I caught it off-guard one day and saw a breast and a waist.. oooh.. now that's pretty neat. So I posted it. :)
    I don't think the web is the best place for it, on a bigger sheet of paper when you aren't prepared the illusion can work. But it is very hard to pull off as you can see. Still, I fancy the thought.

    Mar 04, 2005
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    looks like a tit to me

    Mar 10, 2005
  • Dabitch's picture

    Over here at PDN online Eye On Ads: Visual Ambiguity Works For Lowe's Cancer Campaign they have more on how they got this image.

    But could it be done? And on a shoestring budget? "I didn't know if we could do it," says Hogya, who, with high hopes, sent comps to photographer Frank W. Ockenfels 3. "Frank is acclaimed for his celebrity shots," says Hogya, "but when it comes down to it, he's a problem solver." Ockenfels was attracted to the challenge and the concept's sophistication. "It has a tremendously European flavor," he says. "It doesn't talk down to anyone, which a lot of American advertising does. We're talking a huge leap of faith that you can show a visual like this and people will get the point."

    Mar 14, 2005

Leave a comment