This is a pretty funny ad for a very unfunny cause. Martin/Williams decided to inject a dash of humor into the ad in order to send their client's serious message without scaring off the audience. The image immediately makes you think of Abraham Lincoln. So much so that they felt it unnecessary to even put his last name on the ad. He is simply referred to as "Abe." That is an example of trusting your target audience to make the intertextual connections and be able to recognize what the image is saying. The message in the ad is fairly simple, but the agency created a good visual to show that anyone can help end this modern-day slavery.
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