(larger copies here.)
Personally, I think it’s a load of old bollocks.
Well, I think it’s a bit of contrived reasoning that has little or nothing to do with the product. We’re not really like animals, and if we are, it’s not in the way that’s been demonstrated here, shitting in the woods and half-submerging our faces in water. It’s in a more basic, more engaging way, where we can lose our millennia of sophistication to become the creatures of our origin.
Nice pictures for a photographer’s portfolio, but otherwise, meh.
(By the way, there are many other press campaigns awarded this year that are actually pretty good. You can find them at the above link and while away a couple of hours playing the interesting pastime of ‘Bullshit or Real?’)