Instead of appealing to children through playful drawings or silly applications, the Etch A Sketch campaign targets adults with phrases that many will never wish to utter in their lifetime. From "Look, half off sushi" to "Laser eye surgery is way cheaper in Kazakstan," the campaign asks, "Don't you wish you could erase all your mistakes?" If only life were like an Etch a Sketch.
Conceived and executed by United States-based ad agency Team Detroit, the Etch A Sketch campaign is very minimal. Set against a bright yellow background, the Etch a Sketch tablets are the rightful focal point of each image. The ad campaign was art directed by Brandi Keeler with creative direction by Gary Pascoe. Copywriter Hannah Smart came up with the hilariously regretful scenarios as well as the tag line.