Ad News 10/11

DDB’s Water Is Life
First World Problems Anthem

Article Source: http://www.adweek.com/adfreak/firstworldproblems-hashtag-hijacked-ddbs-campaign-clean-water-144341

Video to show in class: http://www.youtube.com/watch?v=fxyhfiCO_XQ

Over the past week DDB’s campaign for Water Is Life has accumulated over 1 million YouTube hits…generating plenty of conversation. The ad films Haitians (many of which are orphans) reading tweets using the popular hash tag #firstworldproblems. In fact this hash tag is so popular up to five per second are tweeted. The comments on YouTube are overwhelmingly positive, many remark feeling guilt and donating to the cause. In fact the ad is so popular that Business Insider stated it “might be the best ad of the year.”

A little about the company: Water Is Life is an organization whose mission is “To provide life-giving clean water solutions and WASH programs to schools and villages in developing countries through innovative sustainable water solutions in partnership, to scale our impact globally.” They are currently promoting water purification straws costing only $10, which would in turn save 1 child. These straws filter water and remove diseases which kill 6500 everyday, 5000 of which are children (waterislife.com). If you go to their website you will notice that it is very interactive and user friendly. Breaking down what they are doing and where your money is going.

HOWEVER, are the ads too manipulative and guilt filled? Many tweeters use the hash tag to be ironic, and are not being serious. DDB states that a minimum want people to think before they tweet, while also generating donations for a great charity.

QUESTIONS:

1. Will it be successful in producing donations?

2. Successful in making you think before you tweet?

3. Too offensive?

4. Or is this just another media obsessed First World Problem