Baited Breath

Ideas Lab | Unbriefed Ads
  • Adrian Elton Creative*
  • Unbriefed Ad
  • Concept
  • Copywriting
  • Artwork

Sometimes I hear a colloquial phrase and am drawn to the nonsensical, alternate meanings that we don’t normally tune in to.

In this case I overheard the phrase, “baited breath”, and suddenly imagined it as a question, accompanied by images of pungent foods items, hooked to the end of a fishing line.

Together with the images, the headline is an appeal to the reader to consider what they may have last eaten or when they last smoked, and whether their breath might be in some desperate need of some well minted assistance.

The ‘look and feel’ of these unbriefed ads was based on an existing Trebor campaign.

Baited Breath Image
Baited Breath Image
Baited Breath Image