This won the Cannes Yesterday....

A public service ad done by contract advertising.

Agency: Capital Advertising

(Click on the image to see the news and the enlarged picture)

It’s a great ad, deserves to win.

The only problem is it doesn’t work in real life.
It’s a scam done by people who don’t understand female foeticide. (The ad preaches to the converted, basically.)

I am fine with scams for FMCGs (they’ll sell their soap anyway, regardless of whether the advertising is good or bad, so I don’t care).

I have a problem with scams for public service that preach to the converted instead of even attempting to understand the problem.

The media doesn’t highlight female foeticide, there are more important things like Shahrukh Khan to talk about.
Ad professionals have a responsibility to try and change negative mindsets, but all they do (there are honourable exceptions) is do one-offs for themselves and their agencies. (‘X from Y agency wins gold!!!’)

Source: Shubho