Partnership for a Drug-Free America’ Celebrity Endorsement’
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Agency: Saatchi & Saatchi / New York
Copywriter:David George
Year: 1993
Client: Partnership for a Drug-Free America (USA)
👀 Industry: NGOs
ONE thing this ad does well (AKA Copywriting Tip):
"Irony is having fun with the long face of reality." - Alexandre Gama.
⇝ “In Advertising, They say one of the surest ways of getting your message across is to put your celebrities in your commercial.”
Side note: Irony is a very powerful tool that should be in the tone-of-voice toolbox of any copywriter.
Irony adds tension and makes your headlines more interesting.
That’s because irony involves two messages. It's the art of saying one thing and meaning the opposite. It’s a great hook and it helps you make a point in a relatable way.
This 1993 Partnership for a Drug-Free America celebrity endorsment ad used dead celebrities as an ironic hook to send an important message: drugs kill you.
