# Tentacled Tongue Ads The SAMRO 2012 Campaign Protects Hardworking Musical Artists By Meghan Young | Published 2012-02-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/samro-2012-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/02/samro-southern-african-music-rights-organisation-singer-one-man-band-guitarist-drummer-dj-composer/) & [mortimer-harvey.co.za](http://mortimer-harvey.co.za) Unfortunately, "talent is not enough" for some as the SAMRO 2012 campaign states and illustrates. Since music has become more of a business nowadays, artists have to ensure that their work is kept safely away from greedy hands. For the past 50 years, the [South African Music Rights Organization](https://www.trendhunter.com/trends/experiential-wellness-activation) "has proudly protected the [musical works](https://www.trendhunter.com/trends/kawai-pianos) of performers, composers, lyricists, authors and publishers," as written in the disclaimer. The SAMRO 2012 campaign was created by Johannesburg-based ad agency Mortimer Harvey. Illustrator Kobus Faber depicts [singers and songwriters](https://www.trendhunter.com/trends/sos-songs-mental-unimed) as insanely hardworkers. The use of tentacled tongues, twisting bodies and throbbing fingers show just how hard they work. The SAMRO 2012 campaign was art directed by Darryn Rogers and Kobus Faber. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 20% | Activity: 16% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: 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 - **Music Business Protection:** Opportunity for disruptive innovation in creating new technologies or processes for protecting musical works and rights in the modern music business. - **Creative Advertising Campaigns:** Opportunity for disruptive innovation in creating original and striking advertising campaigns that capture the essence of hardworking artists. - **Visual Storytelling in Advertising:** Opportunity for disruptive innovation in using visual storytelling techniques to convey complex messages and ideas in advertising campaigns. ### Where This Applies - **Music Industry:** Opportunity for disruptive innovation in protecting the rights and works of musicians in the modern music business with the help of technology. - **Advertising Industry:** Opportunity for disruptive innovation in creating more creative and compelling advertising campaigns that capture the essence of the brand. - **Graphic Design Industry:** Opportunity for disruptive innovation in using visual storytelling techniques and original graphic design to create striking and unique advertising campaigns. ## Related on Trend Hunter - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Musical AI Campaigns](https://www.trendhunter.com/trends/fiverr-nobody-cares.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Playable Beer Coasters](https://www.trendhunter.com/trends/budweiser-campaign.md) - [Whimsical Soccer-Themed Illustrations](https://www.trendhunter.com/trends/soccerthemed-illustrations.md) - [Humorous Educational Campaigns](https://www.trendhunter.com/trends/ai-investment-fraud.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Unconventional Vehicle Control Ads](https://www.trendhunter.com/trends/heart-of-joy.md) - [Biologically Shaped Musical Gadgets](https://www.trendhunter.com/trends/balls-in-concert.md)