Glorifying Death - Blood Donors Are Heroes After They Die

I have mixed feelings about this ad for France ADOT which encourages people to make the organ donor pledge. I do fully support the message and I think the art direction is very witty, telling you that “You can be a hero after you die” by showing a young guy on the pavement assuming the flying Superman position after dying in a car accident with the blood oozing from his head.

And yet, that is exactly where my apprehension stems from: the glorification of the death, or making it look “cool” by capitalizing on the popular super hero notion in such a tragic situation where a young person in his early 20s just lost his life. 

The ad was created by CLM BBDO, Boulogne Billancourt, France with creative directors Gilles Fichteberg, Jean-François Sacco, art director Lucie Vallotton and photographed by Cédric Delsault.

What do you think, do you agree with their art direction?