Amnesty ad for iPad not easily swiped away

Headshot of Tim Nudd

Here's an interesting Amnesty International ad for the iPad that takes good advantage of the device's navigation ritual. The ad, placed inside the iPad edition of German newspaper Die Welt, shows the scene of a human-rights violation—and can't be swiped away by the user. How frustrating! After several attempts, a message reads: "Torture disappears only when one is doing something about it." By TBWA Berlin.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 8, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT