As a short exercise, we were asked to use re-appropriation to destroy consumerism. As a starting point I searched on Youtube for TV ads. Obviously quite a few results came through, so I searched for full versions, perhaps uncut versions which would be more suitable for my minute long target. That is when I came across an extended Ann Summers ad. It was very suggestive and was very well shot, and so I saw it as a perfect target for re-appropriation. My first reaction was to do something to do with the aftermath of sex, namely children. This is because I feel as if advertising always focuses on the present, what you need or want now, and disregarding the future completely, especially in adverts such as this and this is a major problem in a world rife with high rates of teenage pregnancy and other accidental pregnancy. To show this, I found clips from other ads of children crying and edited them into the ad at points to disturb the flow of it.
Out of this, overall I felt that the ad was received fairly well. The criticism I got mostly was that it wasn't obvious enough what I was trying to do and perhaps if I had edited more clips of children into it, then it would have been more easily identifiable.
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