The world is becoming more and more divided each day. Sadly, that’s not hyperbole. But there’s always a bright side, and Toronto ad agency, john st. thinks that humanity’s shared hatred of terrible advertising might be just the thing that brings people together again.
Moreover, the agency decided to find out if it’s true…OK, perhaps it made it true, but the message is a delight, anyway.
The “social experiment’ is called, Make Humanity Great Again, and it’s a very sharp parody of Heineken’s Worlds Apart social experiment, except in this case, it’s not beer that gets people talking to each other, but awful tampon and erectile dysfunction ads.
“We have this big mural on our wall at john st. that says, ‘people hate advertising’, so the idea for this film kind of came off our wall,” explained Angus Tucker, co-executive creative director of john st.
The film, which debuted last night at Strategy Magazine’s Agency of the Year show (saluting the best in Canadian advertising) is also following in a grand tradition begun by the agency. Other john st. parodies include Pink Ponies: A Case Study, ExFeariential, Buyral and most recently, Jane St.
“No matter who you are or what party you vote for, whether you love guns or hate guns, love dogs or hate dogs – everyone hates the ads where they talk about these weird side effects for 50 seconds,” he added.
“We think even Donald Trump and Angela Merkel would look at each other and go ‘I hate these stupid ads.’ So once they can agree on that, then maybe, who knows, they could agree on climate change or something.”
Agency: john st.
Executive Creative Directors: Stephen Jurisic & Angus Tucker
Writer: Stephie Coplan
Art Director: Lia MacLeod
Production Company: Skin & Bones
Director: Taso Alexander
Editor: Mark Paiva
Audio: Vapor RMW
Online: Michael Medeiros @ The Vanity
Casting: Shasta Lutz @ Jigsaw Casting
Here are john st.’s other parodies:
Pink Ponies, for anyone who has ever rolled their eyes at an ad’s case study:
Catvertising, for anyone who has rolled their eyes at fadland:
Buyral, for anyone who has envied viral success:
Exfeariential, for any ad maker who has craved (ad) attention:
Reactvertising, for anyone who thought real time advertising was the solution:
Jane St, for anyone whose ad has “empowered” a woman: