You work in this soul-crushing business for as many years as I have, you relish the chance to do some pro-bono Cause advertising, the chance to Do Some Good. For me, that chance came a few years when I got to write a Drug-Free America TV spot which dramatically illustrated that Drugs Don’t Work in the office — which is of course a position I wholeheartedly disagree with.
I’ve never gotten the chance to work on AIDS awareness/prevention like the lucky creators of this :60 spot from ad agency Lowe Mena in Dubai. It’s for MTV’s staying-alive.org. Such a slick motherfuckin’ spot, huh? The editing. The spot-on casting. The trippy, ethereal music. The cool voiceover…”Can you hear me, taste me? Barroom brawler or prom queen…” And of course, the simply brilliant creative linchpin: chewing gum. Such a perfect metaphor for casual sex. Except of course, you can’t get AIDS through saliva exchange, or drinking lover’s spit. But then, why let “logic” or “responsibility” get in the way of the sacred artistic ad process? What are you, copyranter? An asshole account executive?