Bacon, anyone?

It would be a stretch to say I this ad (I’m an inveterate bacon-lover after all), but I love the way it wrong-foots the reader and sets them up for a fall in the pursuit of getting its message about animal welfare across. The copy itself does a lot of the work, eliciting pleasant imagery before rapidly descending (figuratively and literally) to a much darker place, but so too does the easygoing font in soft (piglet) pink and the delicious linking photo below. It also makes the reader work a little for comprehension – a fact that, for my money, makes this is infinitely more effective than a literal approach with harrowing photos and shock-and-awe fonts.



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