One of the images in this ad series features a 'Captain Late Night' and a 'Captain Blackout.' Of course Captain Late Night is still having fun while Captain Blackout is already done for the evening. The accompanying copy "Drink less - Party more" clarifies the message in a straightforward way.
I am loving these National Board of Health ads for their humorous way of being serious.
Implications - Consumers are attracted to advertisements with serious subject matter only when illustrated with humor. Images solely focused on tackling hard-hitting issues are not as appealing to those who don't want to focus on negativity. In order to promote their message even further, organizations could focus on this combination of seriousness shown with humor.