Mummy’s little soldier

June 24th, 2009 Zeid Nasser (Admin)

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Advertising Agency: JWT DUBAI, UAE
Executive Creative Director: Chafic Haddad
Creative Director: Dave Nicholson, Husen Baba
Copywriter: Dave Nicholson, Doug Mackay, Christopher Puhm, Emir Kreidie
Art Director: Husen Baba, Rola Ghotmeh

Via [Dubai Lynx]

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  • http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

    Okay I would guess that the play on words is that the BAND-AID is actually ‘Mommy’s little soldier’ but what the heck is the visual saying…? That these band-aids are great for your kids to waste and play with? I don’t see the message here…

  • Dana

    It looks like an ad to stop the use of children soldiers in third world countries. It wasn’t until I looked closer and made the connection between the bandaids on the kid’s arms and the barely there logo that it was clear. The protrusion of the kid’s ribs and shoulder bones against the white background makes it look like the child is ill or starving, and the expression on his face doesn’t help.

    P.S: Where is this being advertised? Why is an ad for a Middle Eastern audience using a blond haired blue eyed icon?

  • restless

    they should attach the brief and a small rationale with this ad. maybe they can attach them in the wide white space above.! :)

    Poor ad.

  • eh

    too weak concept… no relation between any element… even reflect bad thing to humanity… u didnt think about the children when seeing this ad ??

    ya zalameh malkom??
    call your lawyer in case.

  • quick comment

    I agree with Dana. Lets not forget that Dubai is in the Middle East so a half naked boy with blonde hair and blue eyes is not exactly your target audience.
    Last time i was in Dubai all i saw were Indians, Pakistanis and a handful of Arabs and European expats.

  • Gibbo

    Hi everyone.

    everyone has it all wrong….the bandaids are in the shape of stripes on the uniform of a soldier. sargent etc… thats why the headline talks about a soldier.

    he’s looks straight out of the ‘Hitler Youth’.

    extremely creepy.

  • http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

    Hi Gibbo…I cant speak for everyone…but I will:) I think that everyone did see that

  • eh

    yes im with amre this time.

  • quick comment

    Thanks Gibbo for pointing out the extreme obvious, you really made us see the light.

  • restless

    :)

  • kre8tive

    LOL

  • eh

    hahaa… really funny… ya zalameh all previous comments were talking about ur light.

  • jayson

    WOW!
    the results of 2 Creative Directors, 4 Copywriters and 2 Art Directors! :D

  • jayson

    and i forgot the Executive Creative Director :)

  • Evil Philanthropist

    I like the idea, but bad execution.

  • Evil Philanthropist

    2 art directors, 2 creative directors, 1 executive director, 4 copywriters !!
    This is exactly why the execution is poor !
    Haha

  • Gibbo

    Hi amre.

    when you said “what the heck is the visual saying”, sounds like you dont get the ad.

  • http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

    Hi Gibbo:

    When you quote, you should finish the whole sentence “what the heck is the visual saying…? That these band-aids are great for your kids to waste and play with?”

    I got it and I got the play on words too…smart boy aren’t I…

  • http://moeys.net Moey

    Love it!

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