john st. thinks that our shared hatred of awful ads could bring the unity that humanity needs
In a world that is becoming more and more divided each day, Toronto ad agency john st. thinks that humanity’s shared hatred of terrible advertising might be just the thing brings us together.
Their latest video, called “Make Humanity Great Again” is a note-perfect parody of Heineken’s “Worlds Apart” social experiment, except in this case, it’s not beer that gets people talking to each other, but awful tampon and erectile dysfunction ads.
The film, which debuted last week at Strategy Magazine’s Agency of the Year show which salutes the best in Canadian advertising, is another in a long line of john st. parodies that started with Pink Ponies: A Case Study, and continued with ExFeariential, Buyral and most recently, Jane St.
"We have this big mural on our wall at john st. that says 'people hate advertising', so the idea for this film kind of came off our wall," says Angus Tucker, co-ECD of john st.
"No matter who you are or what party you vote for, whether you love guns or hate guns, love dogs or hate dogs - everyone hates the ads where they talk about these weird side effects for 50 seconds,” adds Tucker. “We think even Donald Trump and Angela Merkel would look at each other and go ‘I hate these stupid ads.’ So once they can agree on that, then maybe, who knows, they could agree on climate change or something.”