Less concerned with chastising the yearnings of an aspirational, materialistic and defenceless target market and more interested in satirising (and ultimately taking on) an industry riddled with exaggeration and lies, ‘Supermarket Deceit’ makes a mockery of brash, direct, disruptive hard-sell marketing – by intentionally and ironically mismatching promotion and product – in the form of its very own in-store promotional campaign.

Avoiding roaming in-store security, The Human Eye Corporation stealthily and incongruously plant faux whitening cream shelf wobblers on the bleach-filled shelves of the aisles of various Bangkok supermarkets – and in sending up the ludicrous promises of these special offers (the fast track to flawless beauty and the inferred subsequent sublime happiness) warn of the insidious and magnetic pull of legitimate real-world advertising (and more than hint at the damaging nature of the excessive behaviour triggered by such communications).

Agency: The Human Eye Corporation
Creative Director: Rupert James
Art Director: Pim Pam Poum
Copywriter: Gittinai Wongfuwan
Photographer: Tanaboon Yantapanit
Retoucher: Puttisak Seanvisate