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The Connect 4 campaign likens the disappointment of anticipated wins to equally disappointing real life situations. For instance, one reads, "A girl, a guy, a slow dance, a fart." Something doesn't belong in that equation, but unfortunately bad things happen to good people. This ad campaign wisely advises people, “Don’t claim victory too fast.” By doing so, the ensuing misfortune can be crippling--especially when it comes to a game of Connect 4.

Created by the Paris-based ad agency DDB, the Connect 4 campaign essentially encourages people to be aware of pitfalls while ultimately outsmarting and outplaying their opponents. Clever, simple and comical, the campaign was art directed by Jessica Gerard-Huet with creative direction by Alexandre Hervé.