# Cruel Celebrity Obsessions as Ads ‘Dose' Gum & LEGO Portraits Campaign By Ayman | Published 2008-12-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/celebrity-news-dose-ad-campaign References: [coloribus](http://www.coloribus.com/paedia/prints/2008/12/04/206391/) & [dose](http://www.dose.ca/) With the media’s obsession with Oprah weight and the Khloe Kardashian and Jessica Alba Photoshop allegations, these new ads from celebrity news portal, Dose.ca, are very appropriate and well-timed. The ads reveal the cruel reality about how our societies treat celebrities, we idolize & worship them, but we can’t wait to burn them at the stake at any downfall. A Tom Cruise portrait made from [LEGO](https://www.trendhunter.com/trends/lego2) pieces comes with the copy, “Build them up. Break them down.” A Paris [Hilton](https://www.trendhunter.com/trends/thats-redhot) portrait made from gum reads, “Chew them up. Spit them out,” and a knitted Amy Winehouse portrait comes with the tagline, “Watch them form. Watch them unravel.” I like how this ad campaign is honest about what they sell. It’s kind of like the cancer warning that is printed on cigarette boxes. The ad campaign was created by [Rethink Communications](https://www.trendhunter.com/trends/its-not-a-hot-dog-without-heinz), Vancouver with art director Rob Tarry, creative directors Chris Staples & Ian Grais, and copywriter Lisa Lebedovich. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 64% | Activity: 80% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Cruel Celebrity Obsessions:** Opportunities for disruptive innovation in the celebrity news industry to create more ethical and balanced coverage. - **Idolization and Downfall:** Potential for disruptive innovation in the entertainment industry to create platforms that address the societal cycle of idolizing and criticizing celebrities. - **Honest Advertising:** Opportunities for disruptive innovation in the advertising industry to create more transparent and truthful campaigns. ### Where This Applies - **Celebrity News:** Disruptive innovation opportunities in the celebrity news industry to promote healthier and more responsible coverage. - **Entertainment:** Potential for disruptive innovation in the entertainment industry to redefine the relationship between celebrities and their audiences. - **Advertising:** Opportunities for disruptive innovation in the advertising industry to foster honesty and authenticity in campaigns. ## Related on Trend Hunter - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Stardust Museum Ads](https://www.trendhunter.com/trends/kent-monkman-being-legendary.md) - [Authenticity-Celebrating Commercials](https://www.trendhunter.com/trends/colgate-commercial.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Revealing Skincare Pop-Ups](https://www.trendhunter.com/trends/the-secret-ingredient-pop-up.md)