Konad Cosmetics Flobu Waterproof Ads Shed Competitors' Tears

 - May 11, 2011
References: grey.ar & adsoftheworld
It's frustrating enough when your makeup won't last a regular day, but these Konad Cosmetics Flobu Waterproof ads remind women of the raccoon eyes they get when feelings run fowl. This brand of mascara claims to be "emotion proof," which suggests that you can look your best regardless of any dramatic upsets.

Simple and straightforward, this three-piece campaign employs text as the subject, but allows the consumer to connect with it on more than just a literary level. The Grey advertising agency of Buenos Aires, Argentina, personifies the typeface, pretending that the printer ink has become wet with a tearful state associated with the written suggestion. Assertions like "he's married," "we broke up" and "I'm pregnant" become more poignant in the Konad Cosmetics Flobu Waterproof ads than perhaps one might have expected.