Deconstructing the asterisk*

*Angela Natividad praises J&J and TBWA/Chiat/Day/NY for this campaign encouraging young athletes to stay away from steroids. At first, we thought this was creepy — a bit of a slam on the poor kids who struggle with acne. And then we realized this is brilliant. The only way to get the message out is to have the target pay attention, and acne or skin blemishes are such a pain for teens that they’d probably tune in to this spot to see the outcome.

Marrying an ugly habit with physical ugliness is a risk, but we won’t forget it.

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