Tuesday, September 12, 2006


DDB Sydney has launched a new social change campaign for client NAPCAN (National Association for the Prevention of Child Abuse and Neglect), headed by a confronting TVC entitled ‘children see, children do’.
The campaign coincides with National Child Protection Week and highlights how thoughtless, aggressive, self-centred and violent behaviour by adults is copied and continued by children.
The 90-second spot will run across free-to-air and pay-TV as well as cinemas. It emphasizes the need for adults to set a good example and break the cycle by making their influence on the next generation a positive one.
Says National creative director for DDB Australia, Matt Eastwood: “The campaign is incredibly powerful and, importantly, feels like it can make a real difference to the significant social problems it addresses. It’s most certainly a campaign we can be proud of.”
Adam Blakester, executive officer for NAPCAN Foundation, added: “NAPCAN works to create communities that are free of harm to children, or child friendly communities. This new social change campaign created by DDB presents a powerful and evocative message, challenging adults to break the cycle of harm to children by being positive role models in everything they do. With child abuse and neglect being Australia's most serious social problem and reaching critical proportions, this campaign comes at a pivotal time for the wellbeing and sustainability of Australian society.”

Creative Director: Matt Eastwood
Creative team: Charlie Cook and Simon Johnson
Agency Producer: Sean Ascroft
Director: Sean Meehan
Production Company: Soma Films


Anonymous Anonymous said...

Sorry guys, huge missed opportunity there. You didn't need the parents. Just the kids acting like their parents is way better.

1:04 PM  
Anonymous Anonymous said...

really nice
wish it was in my book

1:50 PM  
Anonymous Anonymous said...

1.04pm...very good point. Completely agree with you on that....I'm sure award juries will as well (unfortunately for the creatives). Eastwood should have really seen that...

2:21 PM  
Anonymous Anonymous said...

Never give kids tequila or slap the missus around in front of them.
A lesson for all of us.

2:24 PM  
Anonymous Anonymous said...

really hope your taking the piss 1.04 and 2.21.

got a feeling you ain't though.


3:45 PM  
Anonymous Anonymous said...

Let's hope the team involved don't have children who want to get into advertising.

4:15 PM  
Anonymous Anonymous said...

This is beautiful, powerful work.

5:13 PM  
Anonymous Anonymous said...

Great spot boys. Well done. Don't pay any attention to the bitches in this blog. They are just filling time until their next catalogue brief hits their desks. Losers.
Again, well done.

5:17 PM  
Anonymous Anonymous said...

Yep, 1.04 and 2.21 nailed it. The mums & dads get in the way.

In experienced hands this could've been an ok spot, at best.

5:24 PM  
Anonymous Anonymous said...

Nice idea, but the execution is laboured.

5:48 PM  
Anonymous Anonymous said...

Agree with 1.04,sadly you've over egged the omlette.

Go back into the edit suite and you might be able to save it,though i don't see this will trouble the juries too much.... the reality of pro bono charity work is that the bench mark is so high e.g. Saatchi Londons brilliant child abuse campaign (not done when Matt Eastwood was there by the way)

Compared to that and many others over the years, this falls way,way, short.

5:56 PM  
Anonymous Anonymous said...

As a new parent, top stuff. I always looked at the Saatchis London stuff and thought, pfft, I'm not a wife or child beater, nothing to do with me. This said that everything we do, they pick up on. Rubbish, smoking, road rage, Saatchis never came close to connecting with me on such a basic level.

I'm no award judge, but I thought it was good. Nice work guys.

BTW, I don't buy the charity (insert crazy voilence that you'd never get through a real client) theory.

My 80 cents.

Inflation is a bitch.

6:41 PM  
Anonymous Anonymous said...

Really nice spot. But it's true that this would have been better without the parents.

Still... good job.

6:43 PM  
Anonymous Anonymous said...

They should have added the scene from the Cummins ad into this ad.

Uh Oh... I'm going to hell for that comment.

6:45 PM  
Anonymous Anonymous said...

Every now and then you see a spot that really affects you. This is really powerful stuff. Well done boys. I only wish 1.04pm and 2.21pm were taking the piss...having the parents there is what makes it so powerful. Thankfully, neither of you are ever likely to be on award juries.

7:10 PM  
Anonymous Anonymous said...

Damn it, you made me cry in the office. Great work.

7:13 PM  
Anonymous Anonymous said...

This spot makes that one from Clems look like the rubbish award school ad it is. Well done DDB. Feels like it might actually make a difference (yeah I know, we're not meant to admit that in advertising).

7:19 PM  
Anonymous Anonymous said...

What a bunch of tossers you all. How could this ad work without showing the parents when the core message is "monkey sees, monkey does"? The little monkeys need to see "something" to imitate it, wouldn't they? Without the parents, you're left with a bunch of kiddies being naughty. That's all. I guess, as usual, everyone's an expert at this fucking blog. Well done guys, much better that all the other shite on T.V. And better than 'superpowers'. Much more engaging.

7:41 PM  
Anonymous Anonymous said...

i showed my 10 year old and he was impressed - and no Im not being facetious.

8:55 PM  
Anonymous Anonymous said...

Without the parents the end message is meaningless.

Although I have to agree with the comment on it's laboured execution, without being so forced it could have been all the more powerful. Otherwise nice job.

10:07 PM  
Anonymous Anonymous said...

Just wanted to say well done to the creative team and Matt on a fantastic ad. It's an awesome insight brought to life brilliantly.

Ignore the idiots on this blog who spend their time critising everyones work and not enough time improving their own.

I bet it's only one or two people who keep writing the same shit so don't let it get to you.

1:52 AM  
Anonymous Anonymous said...

I couldn't disagree more Matt.

8:02 AM  
Anonymous Anonymous said...

Well done guys, shame ours didn't get up but your execution nailed it alot better.


10:07 AM  
Anonymous Anonymous said...

Sorry boys and girls, but the naysayers are right. This would have been much more powerful without the parents, as the kids' behaviour is incongruous enough that you don't need it.

Problem then, though, is that it's very like (though addressing a broader issue) the brilliant anti-booze ad from maybe 15 years ago, where the two kids playing in the cubby house mimic getting home and cracking open the wine and beer. In fact, the whole strategy is identical anyway.

You just can't win in this game, dammit!

10:15 AM  
Anonymous Anonymous said...

Yes, 10:15, the old commercial you refer to used the same idea executed differently, but the insight is timeless and impossible to argue with. On that occasion it was done without the presence of the parents and was powerful in its own way.

Of course most of the gnats on this blog are too young to have any memory of that, for which we'll have to excuse them.

But you've got to be impressed by their self-confidence.

It's reassuring to know today's industry is gifted with so many people who could have done this powerful spot better. The future is clearly in good hands.

Excellent work, Matt and the team.

11:13 AM  
Anonymous Anonymous said...

The ad's not based on truths. My mum use to cook & clean in front of me all the time. And my dad always did stuff in the garden and mowed the lawn. I don't even have a lawn.

11:53 AM  
Anonymous Anonymous said...

"Charlie and Simon first showed me this script when I was in Cannes, in the South of France, you know, at the advertising festival where only the very best and most important people in advertising go, and I thought, wow, this could be such a great opportunity for me to say something again in the press...."

2:06 PM  
Anonymous Anonymous said...

As a parent it's the adults in the ad I relate to. really powerful ad that makes me think about me and my kids.

With just the kids in it the endline would have become a boom-tish punchline.

If your audience is the public, which it should be and not award juries, then the parents should be in.

well done to the team at DDB. great ad.

PS has anyone noticed a lot of Matt Eastwood bashing going on? tall poppy anyone?

2:19 PM  
Anonymous Anonymous said...

Only you lot at DDB 2.19.

5:49 PM  
Anonymous Anonymous said...

I really like it. A lot.

6:49 PM  
Anonymous Anonymous said...

Another good charity ad....good not great.

8:41 AM  
Anonymous Anonymous said...

Campaign? What's the rest like then?

12:58 PM  
Anonymous Anonymous said...

I disagree. How many ads have we seen with children behaving like adults? Dozens.

7:21 PM  
Anonymous Anonymous said...

I liked the racist bit, really captures Australia.

6:36 PM  
Anonymous Anonymous said...


8:01 PM  
Anonymous Anonymous said...

As a mother, as a person and as someone who really doesn't give a shit about the industry politics and the egos involved, I found it confronting and well excecuted. The message needs to however to be relayed more often and more consistantly without the shock tactics,but just as how life is. Something that should be a second nature to all who have any contact with children

1:16 AM  

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