December 25, aka Christmas Day, is a Thursday this year. For the little boy in Droga5 Europe’s ad for UK charity, Kids Company, it’s just another day spent alone with nothing much to do and no one to talk to.
This ad should be watched in a block of Christmas ads, because that’s how Droga5 intended to maximise its impact…the juxtaposition is a big part of its big idea.
It is, however, compelling in its own right. There’s no soundtrack, no voiceover and no dialogue. It could have run on May 25th to get its message across. But, on air during the feast of shopping sprees, cook-ups, parties and play dates with family and friends that is the lead up to Christmas, it makes a mark that should be almost indelible in everyone.
It might even be remembered on May 25th.
Meanwhile, the ad’s closing message, “Click on our Crowdfunder link to help provide, hot meals, presents and safety for a vulnerable child. Together we can give the gift of Christmas,” allows people to do something to help before then.
Creative credits:
[Everyone involved in the ad worked on it pro bono.]
Agency: Droga5 Europe
Creatives: Tom Bender & Tom Corcoran
Production company: Somesuch
Directors: WhatSheSaid (Hayley Williams and Debbie Ninnis)
Post production: Finish
Audio post production: Factory
