Small Print, Cockroaches - Hans Anders | Clapboard Ad Archive

Hans Anders’ 2018 campaign Small Print, Cockroaches, crafted by Mortierbrigade for the Belgian retail market, incisively tackles a persistent customer pain point through a striking visual metaphor that aligns with what Clapboard’s taxonomy identifies as FORMAT#3—Symbolize the Problem. The campaign reframes the frustration of fine print obscuring essential information by embodying it as cockroaches, a clever analogy that encapsulates the sneaky, irritating, and often hidden nature of contract details that consumers routinely overlook. Through two meticulously produced film assets delivered in Dutch, the campaign eschews direct exposition or testimonial storytelling in favor of a vivid symbolic narrative that dramatizes the issue without literal depiction, allowing the metaphor to resonate deeply with viewers who have encountered the opaque small print typical in professional services retail, particularly within the optician sector where Hans Anders operates. Mortierbrigade’s approach leverages humor and a touch of discomfort to reinforce Hans Anders’ positioning as a transparent, trustworthy brand committed to clarity and honesty, effectively differentiating it in a category often plagued by consumer skepticism around fine print and hidden clauses. This creative strategy not only captures attention but also builds confidence by confronting industry pitfalls head-on, making the abstract problem tangible and memorable. Clapboard rates this campaign 64/100 in its global creative archive. Small Print, Cockroaches matters to the advertising industry because it demonstrates how symbolic representation can elevate consumer distrust into a compelling narrative that clarifies brand values while cutting through category noise.