ACERCA Nutritional and Sports Consulting has enlisted the help of agency Giovanni+DraftFCB to create the 'Kill Your Mini-Me' campaign.
To say the campaign is bizarre is an understatement, but the agency manages to get ACERCA's message across loud and clear. The series of three commercials all have a common theme: one person has a mini-me attached to their stomach. The concept is simply that people are overeating and gaining so much weight that the extra flub could easily be a miniature person.
In an effort to strike the desire to 'Kill Your Mini-Me' and use ACERCA, Giovanni+DraftFCB uses people in everyday situations like disrobing in front of your sexual partner and emphasizing that the extra person is disgusting. The ad campaign is shockingly weird, but effective in message deliverance. Besides, who wants a mini-me with a mullet?
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