# Anticipated Win Ads The Connect 4 Campaign Advises People to Not Claim Victory Too Fast By Meghan Young | Published 2012-06-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/connect-4-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/06/connect-4-slow-dance-walking-teenage-love-success-heir-hedgehog/) & [ddb](http://www.ddb.com) The Connect 4 campaign likens the disappointment of anticipated wins to equally disappointing real life situations. For instance, one reads, "A girl, a guy, a slow dance, a fart." Something doesn't belong in that equation, but unfortunately bad things happen to good people. This [ad campaign](https://www.trendhunter.com/trends/outdoor-advertising-campaign) wisely advises people, “Don’t claim victory too fast.” By doing so, the ensuing misfortune can be crippling--especially when it comes to a game of Connect 4. Created by the Paris-based ad agency [DDB](https://www.trendhunter.com/trends/cheeky-maccas), the Connect 4 campaign essentially encourages people to be aware of pitfalls while ultimately outsmarting and outplaying their opponents. Clever, simple and comical, the campaign was art directed by Jessica Gerard-Huet with creative direction by Alexandre Hervé. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 91% | Activity: 32% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, 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 ### Key Themes Behind This Trend - **Overcoming Anticipation Bias:** Opportunities exist for innovative campaigns to encourage people to consider the downside of anticipated wins and take a more measured approach. - **Humorous Advertising:** Creative campaigns that use humor and wit to convey a message have the potential to be very effective in engaging audiences. - **Emphasis on Precaution:** The Connect 4 campaign's focus on avoiding potential pitfalls could kickstart a trend of messaging that emphasizes prevention over reaction. ### Where This Applies - **Advertising:** The Connect 4 campaign is a great example of how humor and cleverness can be used to create effective and memorable advertising messaging. - **Gaming:** The connect 4 campaign highlights the importance of strategy and careful consideration in gaming, and could potentially boost interest in the game itself. - **Risk Management:** There is an opportunity for innovative messaging and tools within the risk management industry that encourage businesses and individuals to proactively identify and mitigate potential risks before they become crises. ## Related on Trend Hunter - [Emotion-Driven Cider Campaigns](https://www.trendhunter.com/trends/angry-orchards-latest-campaign.md) - [Safe Social Interaction Campaigns](https://www.trendhunter.com/trends/chew-it-before-you-do-it.md) - [FOMO-Focused Chip Ads](https://www.trendhunter.com/trends/dont-miss-the-good-stuff.md) - [Candid Celebration Campaigns](https://www.trendhunter.com/trends/theres-an-edible-for-that.md) - [Lighthearted Football Campaigns](https://www.trendhunter.com/trends/7-stages-of-defeat.md) - [Snacking Mishap Campaigns](https://www.trendhunter.com/trends/the-other-hand.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Happiness-Prioritizing QSR Campaigns](https://www.trendhunter.com/trends/adult-unlearn.md)