The College for Creative Studies together with an advertising firm Team Detroit came up with an ingenious ad concept to attract students to their art courses. Instead of bragging how good the college is, they decided to use reverse psychology.
The ads supposedly discloses harmful and addictive side effects of art, and is also mocking popular anti-drug campaign from the 1980’s and 90’s, put together by the Public Service Announcements.
The idea was conceptualized by Marcus Popiolek, director of marketing at CCS, Kate Lees and Megan Mesack, both of the university. The first campaign was posted in 2011, and the witty irony instantly went viral on social networks. Below are the ads from the older campaign mixed with a couple of new ones which were released this year.