National Geographic Just Did a Face Swap Ad Campaign, and It's Very Weird Indeed

Y&R's message of empathy gets lost

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

National Geographic has tried to put a 21st century spin on the idiom "Walk a mile someone else's shoes." Instead of shoes, people swap faces—a la Snapchat's face swap tool—in an odd new print campaign from Y&R São Paulo. 

The intentions of the campaign are sound. The "Swap Prejudice for Knowledge" campaign is meant to combat intolerance and encourage empathy. But the resulting work is lacking and potentially offensive. 

Does face swapping in a photo help you understand the other person's life, their circumstances, their problems, what it might be like to be another race? Certainly not.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in