Save The Children have launched a new TV campaign to raise direct donations this year. The commercial was created by the advertising agency Y&R, Mexico and directed by Francisco Paparella.
Memorability – 9 / 10
It’s not often a charity advert can be described using the word stylish. This concept is brave, dynamic, and very abrasive. Many viewers will be as shocked by the scenes that unfold as they are by the script and choreography of the content. It’s equally as rare for a charity commercial to have such a strong musical backbone. The clip is highly memorable and impactful for its uniqueness and hard-hitting images.
Effectiveness – 8 / 10
The style of the ad as well as the dramatic scenes are bound to push many viewers into action. It’s catchy, captivating and certainly makes you want to act. The variety of children cast in the commercial adds to its sense of urgency and scale. Such widespread horror mustn’t be ignored and many views will struggle to pull themselves away from consuming the whole clip once they’ve started it. It’s powerful, hugely provoking and certainly brings a whole new level to the somewhat repetitive field of charity advertising.
Style – 8 / 10
This is perhaps the most modern and stylish approach to a charity advert that we’ve seen in a long time. The soundtrack is eerie yet attractive. The cast is filled with fragile, yet strong-willed children and the settings are beautifully realistic. The entire clip is made from choreographed scenes, like a movie, so it possesses that captivating aura. It doesn’t come across as cheesy or false. The production value is of such high quality that the commercial archives an outstanding feel of genuine panic and impact. Nothing is necessarily missing, but perhaps a case showing a more seriously afflicted victim would bring another level to the clip.
Heart or Humor – 9 / 10
The main focus, as it should be, is all on the children. Each is perfectly placed especially the final girl at the end that delivers the last lines of the track. She is filled with purpose, longing, and desperation. A great level of attention has gone into small details that combine to ensure the commercial is sensibly dramatic as well as believable.
Execution – 10/ 10
This is a tough piece of work to put together. The soundtrack is purpose made, and the scenes have to be perfectly choreographed for the concept to work. For years charity adverts have relied on the real-world footage, but with this idea, Save The Children have managed to break the mold with a convincing and action-provoking piece of fictional cinema. Whatever gets the most donations is the right way to go. If today’s modern audience reacts more to manufactured drama, why not utilize it to its core. A great piece of charity advertising that cleverly combines dynamic audio, a unique score, and scenes that have been produced with stellar results.
