Thin Measures

A nice visual, a good idea. This ad by McCann Erickson, Tel Aviv has caused a certain amount of controversy in Israel, and I think this is exactly what is needed. It's not only shoving the ugly issue of anorexia in our faces, but opening our eyes to it and forcing us to look and take notice.
I think the ad is brave because surely McCann knew they would come under fire by those who find it distasteful. Or perhaps, they didn't think about the consequences? Either way, sometimes this type of advertising is required; it forces communication rather than mildly suggest we might consider the issue.
I'm a fan of shock tactics for topics that many people pussy-foot around. They're extreme measures but sometimes extreme measures are the only way.