202) Eating Your Feelings

(Click click to enlarge. Image from AgencySpy.)

I sort of adore this print ad from Mother NY for Sugar in the Raw. It's got an old school ad vibe going with its chunky brown headline typeface against wood grain (very 70's suburban basement), and lengthy copy filled with little quips (worth a read-through). Aesthetics aside, the "It's Only Natural" campaign takes an indistinguishable staple like sugar, associates it with human truths and supplements with useful recipes relevant to said truths.

Yes, it may be cliché that women turn to chocolate and sweets during times of emotional stress (read: break-ups), but stereotypes don't appear out of thin air. The complete self-indulgence, making an exception and giving in to something you know is bad for you (but tastes sooo good), the need for control over something in the face of loss of control, the clinically proven release of endorphins. In the same family and more gender neutral is stress eating and what I like to call procrastineating.

So bravo, Mother, for understanding the role that food plays outside of nutrition. More life situations turned print ads on AgencySpy.

On a semi-related note, my new roommate made cookies tonight. Nom plus one cookie worth of regret.