Light of Life Foundation "Breast"
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. checkyourneck.com"
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
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comments
- Funny thing about websites,
44 min 8 sec ago - That was really dumb
1 hour 40 min ago - Subtle, guys. t(-_-t)
2 hours 59 min ago - I take yours and raise you
3 hours 30 min ago - ... They should have a
4 hours 5 min ago - No idea mate, a bit of a
4 hours 50 min ago - Me neither. But you know.
4 hours 51 min ago - So spending a little dosh on
4 hours 54 min ago - I see what is happening. I
5 hours 9 min ago - WTF?! This was INSANE!! MAKE
5 hours 15 min ago


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...
true and the lips in the top corner are a bit of a giveaway...
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.
looks like a tit to me
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.
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