These ads by Lowe Pirella Fronzoni of Milano grab your attention and communicate the story in a nearly visceral way. The most compelling image is so graphic yet is comprised of a puppy and simple off-the-shelf cosmetics found in nearly any purse. We find this an excellent example of walking the fine line between shocking an audience away from action and shocking an audience into action. When telling a story surrounding an volatile issue the critical moment is the point at which you capture the attention of the public and quickly communicate the point you are making in a way that creates meaning for nearly everyone. In this case the immediate impression of a dead puppy is followed by the near immediate recognition of the products.
The hoped-for outcome is that viewers will be moved enough to send a text-message donation to a rehab facility for animals who have survived product testing. If I were in Italy I’d be texting to donate right now. Is this image too strong, too soft, just right?