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Would You Have Censored Us for this Ad?

Picture 1You often hear of censorship, but you never think it’s going to happen to you. We got hit by it the other day. And I’m curious what you think?

We created this ad as part of the new campaign for Adelante Healthcare and their brand of sustainable healthcare.

Sustainable healthcare is more than just about green marketing. Adelante’s brand is a three-parter:

  1. Sustaining the health of individual patients
  2. Sustaining the availability of comprehensive healthcare to everyone, including the uninsured
  3. Sustaining the health of our planet through “green” practices

The “Coverage” ad, as well call it, is all about sustaining the availability of healthcare. In our attempts to cut through the mass din of advertising in general, and especially all of the expected ads that befall the healthcare industry, this was our solution.

Some media ran it as is, while others – including the major newspaper, the major outdoor company, and the major city – made us cover up the crack. In some instances, the censorship came in one-inch increments, as we reluctantly closed his robe little-by-little until the ad was approved.

What do you think. Did we go too far with this ad? Do you find it offensive, hysterical, or somewhere in between? What story does it tell you about Adelante Healthcare?

As we always say at Park&Co, “If we’re not making palms sweat, we’re not doing our job.”

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6 Comments On This Topic
  1. Ryan La Rosa posted
    April 16, 2010 at 11:19 am

    Full discolure, I worked on the campaign and with the agency (as you know Park) and I can’t say I’ve ever been involved in something that better spoke to an issue than this campaign. I believe Luis (Creative Director) said the ad captured the vulnerability people feel about healthcare and everything that goes along with it. This ad does that perfectly. Unfortunately, the ad that ran in most of the major outlets does not.

    I think it’s more of a commentary on the state of Arizona than anything else. I recently moved to NYC and the advertising here is as bold as anything I’ve ever seen. But it’s rarely gratuitous. This ad should not have been censored for showing the top of a mans ass (though I admit the subject isn’t particularly handsome). The ad should have been censored if it was a misrepresentation, pornographic, or just plain sucked. It didn’t do any of those things. It was censored because it was poignant and took someone back, as it should have.

    I’m sorry for the state of Arizona and everyone I worked on this campaign with that the ad was unable to be shown as it should. We all lose in situations like this.

  2. Justin@ACG posted
    April 16, 2010 at 11:20 am

    I’ve heard of a lot of bums censored recently, my guess is because a lot of the stay-at-home family members find it offensive. I personally find the ad hilarious but I wouldn’t be surprised if there’s a specific group that’s complained over and over about ads like this.

    I wonder if a little photoshop with 1/3 the height of the buttcrack (any proper terminology? lol) and increase of the contrast would pass censor tests.

  3. @mckra1g posted
    April 16, 2010 at 11:44 am

    No. I would not have censored this ad.

    1. Everyone has felt this vulnerable. We’ve all been at the doctor’s office and felt exposed, for lack of a better word.

    2. In addition, the vulnerability goes beyond the physical. What will the diagnosis be? Is it bad? How will it affect those who depend on me?

    and

    3. The question that shouldn’t have to go through the patient’s mind, “Will I be able to afford the cure?”

    I’ve seen more nudity in prime time television. It’s ludicrous that this ad would be considered offensive.

    Good grief.

  4. Confessions from the Phoenix Ad Person of the Year | ParkHowell.com posted
    October 7, 2010 at 11:08 am

    [...] Advertising isn’t just about clever creative. Agencies should create stalwart market positions and sustainable business models for their clients. Take a look at the re-branding of a 30-year-old community health center into a powerfully relevant leader in “Sustainable Healthcare,” as found in Adelante Healthcare, then having the guts to run an ad like this. [...]

  5. Andy Wakefield posted
    March 19, 2012 at 1:54 am

    Really good ad, censored by assholes.

  6. David Eichler posted
    August 6, 2012 at 9:57 pm

    Bravo!


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