# Pro Death Penalty Ads The Amnesty International Heaven Ad Shows that Death can be Miraculous By Wesley Grant | Published 2011-05-18 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/amnesty-international-heaven References: [adsoftheworld](http://adsoftheworld.com/media/print/amnesty_international_heaven) & [adsoftheworld](http://adsoftheworld.com/media/print/amnesty_international_heaven) Advertising agency [Young & Rubicam](https://www.trendhunter.com/trends/cut-out-house), Argentina, tried to convey the potential positivity in death in its newest [Amnesty International Heaven Ad](https://www.trendhunter.com/trends/thoughts-prayers-toilet-paper). Many terrorists and criminals see death as a release and have embraced the idea numerous times, an idea that led [creative director](https://www.trendhunter.com/trends/legitimate-you) Martin Mercado to take this angle. With the copy “Death may not be the worst punishment. Demand death penalty’s abolishment” by copywriters Federico Aubone and Francisco Ferro, the ad cleverly makes you think that maybe being pro death penalty isn’t such a bad idea. The illustration of heaven as an amusement park by Matias Aguilu embodies a sweetly surreal scene, which would put anybody on cloud nine. I guess the question is: are you pro death penalty after viewing this ad? The ad’s art directors are Gustavo Sucri and Matias Aguilu. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 28% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Positive Death Message:** Opportunity for brands to challenge negative connotations of death by promoting positive messages and experiences. - **Controversial Marketing Campaigns:** Companies could generate buzz and attention by creating bold and controversial ad campaigns on sensitive topics. - **Social Activism Advertising:** Brands can use advertising as a way to promote social activism and raise awareness for important issues. ### Sectors Adopting This - **Advertising and Marketing:** This campaign highlights the potential for bold and creative advertising to provoke a response in viewers. - **Nonprofit and Activism:** Opportunity for nonprofit organizations to utilize creative advertising to promote social change and awareness. - **Entertainment and Theme Parks:** Companies in the entertainment and theme park industries could promote the positive aspects of their offerings to create an image of heaven-like experiences. ## Related on Trend Hunter - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Art-Promoting Campaigns](https://www.trendhunter.com/trends/beige-billboards.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Law-Criticizing Ads](https://www.trendhunter.com/trends/liquid-death1.md) - [Love-Centric Public Service Announcements](https://www.trendhunter.com/trends/love-has-no-labels1.md) - [Unexpectedly-Amusing Treats](https://www.trendhunter.com/trends/liquid-death-misfortune-cookies.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md)