More than 14,000 potential customers logged on to buy the cream billed as increasing the skin's ability to absorb sunlight, but were instead sent emails informing them it was a spoof and given skin cancer information.
HOW I SEE IT - WARREN JOHNSON, MD W COMMUNICATIONS
Creatively, this 'spoof' isn't quite funny enough to drive genuine talkability, and not as good as the similar ComputerTan campaign the charity ran a few years ago. And, unless the user actually tries to buy the product, they are allowed to leave the site. Not quite sure of the ultimate objective, having been neither entertained nor educated.
The core audience this is designed to affect are left to feel like fools when trying to engage with the product. As a result this is unlikely to drive positive change and re-evaluation among a group that will no doubt be aware of the issue but simply chose to ignore it in the same way that smokers behave.
The end page of warnings showing gruesome pictures of skin cancer looks like it has taken a page straight out of the anti-smoking lobby's playbook. The tone for me feels too damning.