Smurfs are enticing kids to come discover the forest on billboards across America right now. And on TV.

I can't be the only mom who frowned immediately at the billboard thinking; "That's great, now the offspring will nag to go visit the forest and throw a tremendous disappoint-face when there's no smurfs there" The ad look more like an ad for a Smurf Theme Park than for the adventure that is nature. The Bait-&-switches are targeted at ever younger demographics.

the Ad Council.


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.