This week’s Ad of the Week was produced for Save the Children, by Adam&EveDDB, London. The film captures the tranquility of children sleeping, giving us the sense that these children could be asleep anywhere, before exposing us to the realities the children have to wake up to the following morning. The ad overcomes one of the greatest problems facing any creative agency when working with a charity client: how do you make an audience relate to people, often on the other side of the world, without slipping into the kind of cliched charity spiel that many people have become at least partly desensitised to?

By taking the children out of the ‘poverty contex’t first, we’re given a chance to relate to the children as children rather than seeing them cast as ‘charity ad poor children’, which has a powerful effect once the ad reveals its hand. Production of the ad was handled by HLA and was directed by Simon Ratigan. The ad highlights Save The Children’s ‘No Child Born To Die‘ campaign.


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