This clever Tappening advertising campaign challenges the notion of Truth in Advertising while embracing an opposing concept. Lying. Tappening co-founders ask, “Why is it some bottled water brands still don’t list their source?” and encourage their rapidly-growing customer base to “start a lie” themselves…
The campaign will include a website where anyone can go to “start their own lie” at www.startalie.com, and can view or download a series of four ads to pass to their friends–which are all lies. This ad series includes:
- Bottled Water Makes Acid Rain Fall on Playgrounds
- Bottled Water is the Primary Cause of Restless Leg Syndrome
- Bottled Water Causes Blindness in Puppies
- Bottled Water: 98% Melted Ice Caps. 2% Polar Bear Tears
Americans buy 28 billion bottles of water a year. Less than 20% of the bottles are recycled.