There is something kind of creepy about these new Discovery Channel ads from The Netherlands. I am not sure having the male models open their eyes as wide as they can is the best approach to communicate their tag line, ‘for men’s eyes only’. But more importantly, it is rather unfortunate to opt for such a sexist concept and alienate the channel’s female audience. It’s a shame they went with this outdoors in the streets, not just inside male-targeted mags… so last century. You can blame this on Dawn ad agency which did the campaign. The photography is by Maarten de Groot.
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