I znowu powraca TEN temat. Wszystkie drogi prowadzą do Rzymu? Chyba to klasyczne stwierdzenie ma również zastosowanie w marketingu, gdyż jak świat marketingu długi i szeroki, wszystkie drogi na jego terenie prowadzą do jednego celu – do SEKSU. Jednak w przeciwieństwie do wielu innych kampanii zrealizowanych w ostatnim czasie, zastosowanie TEGO tematu w opisywanej kreacji ma swoje głębokie uzasadnienie.
Na co dzień przeciętny odbiorca mediów bombardowany jest dziesiątkami przekazów zawierających w sobie mniejszą bądź większą dawkę TEGO zagadnienia. Fundamentalną sprawą staje się w związku z tym zabezpieczenie najmłodszych przed nieodpowiednimi dla nich treściami. Oczywiście jest to niewykonalne w przypadku reklam, jednak gdy kwestia dotyczy programów, które z założenia prezentują TE tematy, można pokusić się już o dozę skutecznej prewencji. Na zamówienie kanału erotycznego Beate Uhse, agencja Kempertrautmann stworzyła spoty, w których na pierwszy rzut oka bardzo nieprzyzwoite kształty, w wyniku dorysowywania nowych elementów, zmieniają się w całkiem grzeczne i sympatyczne obrazki dla dzieci, by na zakończenie filmu skwitować całość wszystko wyjaśniającym stwierdzeniem: „You’ll see it. Your kids won’t”. Z czym mamy do czynienia? Są to po prostu animacje promujące zabezpieczenia blokujące dzieciom dostęp do „różowych treści”. Jak więc widać na załączonym obrazku (stwierdzenie nad wyraz na miejscu), kreacja niemieckiej agencji pokazuje, że nawet tak poważny temat jak chronienie najmłodszych przed niepożądanymi treściami, może zostać zrealizowany w sposób lekki, przy jednoczesnym skłonieniu odbiorcy do głębszej refleksji.
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