(My ads for the week were done by Jung von Matt/Neckar Advertising Agency, Stuttgart, Germany.)
This is a campaign produced for the international lifestyle, Deutsch magazine. The images used really sparked a questioning of German taboos and where the line between attention grabbing and immorality lies.
The campaign shows scenes that "could" be understood as a German Shepherd 'loving his owner'. The quality and style of the shots are as you would see in any Glamor or Vogue magazine. The ads were meant to be as eye catching and disruptive as possible.
The actual magazine, from what I have read about it, is quite far from how the ad actually portrays the "international lifestyle". The layout is super classy! They are riding on pure shock factor here. According to the Jung von Matt agency, "the images seem to be inspired by the photographs of Helmut Newton, taken in 1984. The German Shepherd dog is a symbol of Germany's culture"(10 ad and marketing journal).
(Did i mention that the campaign was produced and executed by females.)
There are advertisements that are created with the aim of arousing controversy. We all know what they say, negative publicity counts for something too; at least your name is getting out there! This ad was most definitely a product of this sort of state of mind.
Link Here
