A simple task like walking the dog or dragging a suitcase with wheels is occasionally looked upon as a cumbersome chore, as pictured in these Supradyn Vitamins ads. The tagline for the campaign reads, "Without energy, everything feels harder," making sense of the unusual images framed within the two prints.
The Bayer AG advertising agency wished to highlight how much of an effect nutrition can have, even when it concerns a subtle imbalance of the vitamins and nutrients created when a person misses elements of an otherwise healthy diet. Given the use of the eye and the retinal flip in these ads, the message should really read that "everything looks harder," because the play on perception suggests that a tired person may hallucinate an elephant instead of his dog, and a heap of bricks instead of his luggage.
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