Eye Donation Ad… How creative should one be for such ads?

 

This is a super creative ad.. but begs a question – how effective is this?

Advertising Agency: DDB Mudra, India, Published: December 2008

Questions therefore are -

• How much creativity is required for such ads?
• Who exactly is the target audience? Are these meant for securing awards or for getting people like you & I to donate our eyes
• What kind of response do you expect from the target audience? In this case, it is more of “wow- what an ad” rather than what one should be getting “This is so required.. I need to plan to donate my eyes”

Does this get there? For me- I rank this high on creativity.  Very low on effectiveness…  I am impressed, find the ad memorable for all the wrong reasons- and does not get me to respond in the way the client may have wanted me to.  

Maybe I am the wrong target audience… no one cares about my eyes ;-)

Thoughts?