Plenty of people agree that more fear is felt for the things one cannot see -- a universal truth that these Columbia Sportswear ads aim, literally, to demonstrate. The manufacturer of outdoorsy clothing is advertising its line of Omni-Shade technology garments, designed to block the harmful effect of UVA and UVB rays when even the wearer is unaware of them.
The Simple agency of China attached the tagline that "When you can't see what harms you, it's more dangerous," and in place of invisible beaming light, darts and arrows come shooting from the hot sun. Suggesting that a stab in the short term is comparable to a terrible burn and skin cancer down the track, these Columbia Sportswear ads show you that even though they're imperceptible, you should be dodging rays like your life depends on it.
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