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02/25/2004

Clever parody communicates serious messages

The latest anti-tobacco advertising campaign to hit the U.S., in which a company that makes “Shardso’Glass” (glasskärvor på svenska) freeze pops finally admits “there’s no such thing as a safe shard of glass,” features a web address (www.shardsoglass.com) for further information. Curious to find out whether the site was real, I typed it into my browser and found a clever parody that extends the ad campaign’s message with pages that deal with “glass pop addiction” and “shards-related ailments” and offers a message from the CEO: “Our glass pops are the nation's leading consumer frozen treats containing glass shards and we are currently shipping our products to many third world countries with more relaxed health codes and legal restrictions.” You can even purchase a limited edition Shardso’Glass T-shirt.

Alaska Airlines has a similar campaign website for its alter ego "SkyHigh Airlines." Here you can check out the company's "Mission statement of the week" and the "Global Baggage Tracker," which boasts that "At SkyHigh, we don't like to think of your missing luggage as being 'lost.' Rather, that it has embarked on an exciting journey all its own. But rest assured, we're fairly confident your bags do still exist in some form and could be back at home with you relatively soon."

Using humor as a trigger point, these websites are extremely effective tools for communicating serious corporate and public service messages. //Billy McCormac

February 25, 2004 in Posts in English | Permalink