This is the latest ad campaign lunched by Leo Burnett Chicago for Altoids breath mints. The advertisement campaign revolves around the different explicit expressions people make when eating an Altoid. The Altoids "Initiation" campaign ("Hairy Chest," "Oh, the Shame" and "First Time") has won Bronze at the ANDYs, four Gold at the Addys, Merit at the Art Directors Club of New York and four meri recognitions at the One Show. In total, the Altoids brand won six Clios at this year's festival. I'm not quite sure that I like this campaign for two different reasons. First of all, the expressions that the kids are making in the ads are NOT that pleasant. Their expressions make Altoids look like they have a painfully awful taste. Secondly, these ads are sexually charged.....they all have a double meaning. I feel like kids won't respond well to this ad campaign because these are all situations you hope to never find yourself in.....and mothers won't support it either because they won't want to support a brand who's ad has sexual content.
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