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The 2018 Webby Award winner called Coke Habit deserves its victory due to a number of reasons.
Firstly, the aesthetic quality of the video is rather high. The authors demonstrate informed us of the contrast of red and black to both ties the events to the product and reflect the mood of the protagonist. Visual images and audio seem to be in perfect accord, which serves to the unobstructed understanding of the main idea. Secondly, the advertisement clearly illustrates the horrors of addiction and its effects on human life.
Such a demonstration provokes deep thought and acts as a social advertisement because the problem of addiction to the products of mass consumption, as well as narcotic substances, persists. The use of a popular brand to illustrate a standing social issue is rather adventurous of the authors, which adds to the winning qualities of the video. Finally, the ending of the advertisement sends a strong message by clearly portraying the results of addiction (Covert & Andreev, n.d.).
Thus, the advertisement campaign presents an aesthetically pleasing, clear, provocative, and stirring product, which deserves to be the 2018 Webby Award winner.
Covert, D. & Andreev, A. (n.d.). Coke habit. Web.