Ads promoting Ecofill Ink Cartridges show misconceptions that can occur when a printer's ink starts running out. Designed by Ogilvy & Mather Colombia, each print ad shows a different scenario where the loss of a color changes the context of a situation completely.
Three scenes with different colors are shown in order to emphasize that each lost color can have a debilitating effect on your pictures. Through the loss of primary colors such as cyan, magenta and yellow, the ads change innocent situations into scandalous ones. A pilot drinking juice suddenly becomes a pilot drinking beer with the loss of yellow ink. A professional athlete goes from getting blood drawn to getting drugs injected when magenta ink runs out. The ads make it clear that not replacing your ink can drastically damage how your prints come out.