Internet Group of Brazil: Parental Control
Posted in Advertising
How can a teddy bear, a cow and a monkey contribute to an ad campaign? Well does a striptease ring a bell? Definitely not an idea in my mind!
IG (Internet Gratis/Internet Group) a free ISP operating a content and ecommerce portal in Brazil has launched an ad campaign with an important message about parental control: “Children can learn many things on the Internet. IG Parental Control. Make the Internet a safe place.”
Although the message is simple and clear, I think the execution is a bit weak. Will parents take the message seriously with these cute stuffed animals undressing themselves? What do you think?
Advertising Agency: Neogama/BBH, São Paulo, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Márcio Ribas, Wilson Mateos
Art Director: Daniel Prado
Copywriter: Patricia Leme
Photographer: Gustavo Lacerda
Digital Retouch: Alessandra Perez
Modelmaker: Zsa-Zsa Fantini
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You have got it bang on. The target audience are not children. They are adults. Why use something that will appeal to children and perhaps even drive away adults from reading the copy.
We just went from word press to joomla (not sure of spelling) so our site is having issues as well.
Glad you seem more confident..no I don’t think all parents will get it although your site sure helps.
Dorothy from grammology
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I have to agree with Dinning Room Table, well said I think the advertising is brilliant!!!!
Adults will get this. Taking the innocence awy from a stuffed toy is quite a novel way of getting the (very important) message across. Great advertising in my opinion!
Ooooaaahhh…. These pics are so cute! I love it especially the bear one! It also have great message to the public… “Make the Internet a safe place”
The bear one is especially too cute looking. The message is a good one, but the cute animals and cute font seem to downplay the seriousness of the issue.
I don’t know…But I think the message want to say that even innocent children (which described by the cute animal) could do adult action if they visit wrong place in interenet…I think that quite clear adv.
What a pity that nothing can be left alone in this world of ours. Even something as innocent as a toy is potential harm.
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Wow, what a powerful message with those photos.
I’m in total agreement with Beth. Stronger font could’ve been used… but this message is one that needs to be spread.
Wow, I agree with Beth. I do love the cuddly toys they used for this message but I also think they marketed this very cleverly. Great message.
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AllowBlock parental control offers good filtering features http://www.allowblock.com
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