The ad is a bit too much of what it wants to say. In advocacy marketing, sometimes, advertising need not be too heavy less it be misconstrued as boring hardlining.

The message is clear. It doesn’t need to push us to clear our eyes to see it.

I take exception to that. The effectiveness of an ad lies in its ability to communicate a message. If you think the message is clear, it is because the ad hits you hard.

The message has been with us for a long time now. That is what I meant by the message is clear.

The ad didn’t make it any clearer for me. In fact what the ad did to me was to make me think why it needed to oversell to the point of overkill.

Less is more! Effective drama is all about conflict and contrast. Not pushing the obvious to more overt proportions.

Overkill kills.

Its an overload of metaphors.

Well, I feel you are at disagreement with its theme rather than its creativity. And, the ’conflict and contrast’ idea is not universal. And if I have to concur with your belief, I guess ’no smoking’ ads too should not seek an audience. I feel socially relevant ads need to be packaged this way for people to consume.

Quite the opposite. I’ve no problem with the theme. It’s the execution that’s overkill, like I said in my other comments above.

How much imagery/metaphor do you need to flaunt to stress the theme? The pain on the cringed face, the cuffed bands with very thick metal, the sordid place, the fact that the woman is totally bound in chains, plus being chained to like about two thousand pounds of weightlifting plates. OK, we get the picture! But must it be an overkill?

If it wants to pinch emotions, this ad struck me as blah.

Like I said, less is more. This one is way too much.

But to each his own opinion.

if u think the ad is an overload of metaphors, consider this hypothetical situation..

1. The girl has a smile on her face rather than the expression of pain.

2.The chains are replaced by roses

3.The ’two thousand pounds of weightlifting plates’ are replaced by 1 kg dumb-bells.

So, you think the impact would still be the same? My point is ’beauty lies in the entire package’. In this case, if any of the metaphorical elements are removed, the essence of the theme is lost.