George W. Bush, advertising star

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For international advertisers, George Bush has been a sure sell.

George bush, tesa
Tagline: The world needs a tape like this.

It’s a basic fact of advertising: Mainstream ads do not go against the grain. To reach the largest possible amount of consumers, advertisers need to create messages that are instantly recognizable and pleasing to the majority.

So what does that say about the flood of ads from around the world that make fun of President George W. Bush? While American advertising has mostly left him alone, his name and image have been used in global advertising more than those of all other U.S. presidents put together.

It’s interesting to see what these advertisers think about how people perceive President Bush. He is consistently mocked for his lack of intelligence, and shown in the company of Adolf Hitler, Osama Bin Laden, Robert Mugabe, and Kim Jung-Il. When Amnesty International or other liberal organizations create this kind of advertising, it’s not very surprising. But when big international corporations like Daimler-Chrysler (below), Lipton Tea, or Scrabble start doing the same, it can only mean one thing: In this administration’s final days, Bush-bashing has hit the big time.

Go here for individual ads.

Credits for Tesa tape campaign (above):

Advertising Agency: Heads Propaganda, Curitiba, Brazil

Creative Director: Kike Borell

Art Director: Paulo de Almeida

Copywriters: Gustavo Frare, Isis Ribeiro

Photographer: Nuno Papp

Client: Tesa

Dreamland mattresses

Credits for Dreamland mattresses (above)

Advertising Agency: Publicis, South Africa

Art Director: Kamlesh Jogee

Copywriter: Lauren Pybus, Des Williams

Creative Director: Kamlesh Jogee

Exc. Creative Director: Kady Winetzki

Client: SK Bedding and mattresses

smart cars

Tagline: “Still looking for weapons of mass destruction. Not smart."

Credits for Smart Cars (above):

Advertising Agency: Crush, Petaling Jaya, Malaysia

Creative Director: Kenneth Lim

Art Directors: Adrian Tan/Danny Thong

Copywriter: Kenneth Lim

Photography: Corbis

Published: June 2007

Client: Daimler Chrysler

All mages are from the collection of Mirko Ilic.

Read our previous Evolution columns, One Leg Leads to Another and Beauty and Beast.