I'm trying to imagine the creative session at Herezie in Paris:
Copywriter: ..."and then it's really a pedophile holding his 'thumbs-up' in front of his face"
Art Director: "How do we know he's a pedophile?"
Copywriter: "I don't know... he's a creepy, middle-aged white guy. With a slightly open bathrobe."
Art Director: "Ewww... but is it campaignable?"
Copywriter: "Sure! We'll show that creeps can come from all ages. We'll have a young guy with a beard, a muscle shirt, and... a TEDDY BEAR!"
Art Director: "I guess we could put the same teddy bear in every ad, as a symbol of lost—
"Copywriter: "Yeah, yeah. Whatevs. But we need three."
Art Director: "Why?"
Copywriter: "We just do."
Art Director: "How about a fat, hairy shirtless guy? And he's bald?"
Copywriter: "Does he have a teddy bear?"
Art Director: "No, too many fuzzy things in one ad. He has a tin cup."
Copywriter: "Why a tin cup?"
Art Director: "I don't know. Can we wrap this up? It's almost wine-thirty."
Yes, it's a serious topic. But besides scaremongering, this campaign implies that sexual predators have a "look". They don't. Why is why so many "nice people" get away with it for so long.
Via Ads of The World