How ‘pulling the rug’ creates truly great advertising communication.

This post starts with a ‘free’ social media campaign that got France thinking about the insidiousness of alcoholism in its national identity.

Betc France created this ingenious social media campaign that is better told through this short case study video than I can do justice.

Suffice it to say it demonstrates beautifully that alcoholism is a social disease that surrounds us and we cannot necessarily spot without stepping back and questioning behaviour.

That was Betc’s brief from its client Addict Aide France and the solution is quite brilliant.

I call this ‘Rug pull’ advertising in which you are led to believe one thing before a twist completely turns the story on its head. It’s exceptionally hard to pull off but is all the more rewarding for it.

The real genius of this campaign isn’t so much the gathering of 50,000 followers for this ‘;fake’ 25 year old but the final post and how that was then turned into a shareable # campaign. All at no cost (other than production – which included loads of champagne and a few yacht hires admittedly).

It reminds me of how superbly the rug was pulled by Troy library in its book burning campaign…

…and the equally brilliant Transport For London, Think Cycle Safety, campaign .

Pull the rug. Discombobulation sells ideas.

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