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# Duct Taped Animal Ads
The ATMA Air Conditioners Campaign Depicts Cold Meeting Silence

By Meghan Young | Published 2012-03-16 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/atma-air-conditioners-campaign
References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/03/atma-air-conditioners-arctic-fox-harp-seal-polar-bear/) & [tbwa](http://www.tbwa.com)

At first, the ATMA Air Conditioners campaign looks like an [animal rights ad](https://www.trendhunter.com/trends/humane-world-for-animals). It cleverly grabs people's attention with images of seemingly mistreated animals. However, the ad campaign actually illustrates one of the main assets of these air conditioners: they cool down rooms in silence. Hence the duct tape over the mouths of common winter animals such as polar bears and seals.

Conceived and executed by [TBWA](https://www.trendhunter.com/trends/mcdonalds-france-1), an ad agency based in Buenos Aires, Argentina, the ATMA Air Conditioners campaign is quite adorable, once the initial shock of seeing these [muzzled animals](https://www.trendhunter.com/trends/animal-balloon) fades away. It takes a literal stance to a basic statement: "Cold Meets Silence."

Creative directed by Roberto Leston, the ATMA Air Conditioners campaign was photographed by Lucila Blumencweig with digital art by Gabriel Alomar.

## Trend Insights (Trend Hunter)

- Score: 2.7/10
- Popularity: 45% | Activity: 27% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America, Europe, Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print)

## Key Themes

### What's Driving This Trend

- **Silent Cooling Ads:** Advertising air conditioner's silent cooling capability through novel exaggerated visuals.
- **Literal Concept Ads:** Using literal interpretations of a product's basic concept to create attention-grabbing ads.
- **Shock Value Ads:** Using initially shocking or disturbing visuals to create interest and attention towards a product.

### Who This Affects Most

- **Advertising:** Innovative advertising campaigns through unique visual concepts.
- **Air Conditioning:** Opportunities to depict the advantages of air conditioners through creative advertising.
- **Fashion:** Using similar visual effects in clothing campaigns to create intrigue and interest.

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