‘Off the Hook’ is a creative and poignant ad campaign by CGSS/ANPAA, the ‘Association Nationale de Prévention en Alcoologie.’ The organization is devoted to reducing addictions to such vices as alcohol and drugs.
The ad shows white wine being refinely poured into a crystal clear glass. As the vino splashes along the bottom of the glass and up the other side, it morphs into a fish hook.
The tagline is, “Will one lead to another and another? You don’t have to be an alcoholic to know that the first drink is the easiest to refuse. It’s your choice to keep off the hook.”
I love the ad, but wonder if red wine could have made an even stronger impression. The advertisement was created by Luvi Ogilvy of France, with photography by Laurent Diat and retouching by Beefactory.