"Saving one life is as if you have saved all of humanity" we learn, as a bronzed Aussie lifeguard rescues a boy from the surf. You can't quibble with that, particularly if you're a parent.
From an advertising point of view, the approach is similar to the current "Jesus-All About Life" campaign, also featuring visuals of sunburnt Aussies; along with a creme brulee, a dead pet goldfish, and questions about the meaning of life. Jesus himself even gets a chocolate-bar style logo.
Both ads, Muslim and Christian, offer a panacea to the "crisis of the soul" that supposedly afflicts modern Australia. Who could disagree with an ad that asks you to look after your parents in old age, reminding you that they looked after you as a child? Or who could not be moved by sentiments such as "How come the more you have, the more you want?" or the Facebook-ish conundrum that ''we've got more friends, but less friendship''? » | Rowan Dean* | Saturday, October 29, 2011
* Rowan Dean is a freelance writer and advertising creative director.
