Agency: Ogilvy, Ireland
Client: ISPCC
Date: September 2011
Message: I can’t wait until I grow up.
Comment: I feel so uncomfortable after having just watched this. It was painful to see this kid go through this as he so eloquently delivered his message, but I guess that’s the point. Just pulling out my Consumer Behaviour (4th Ed) book by Schiffman, Bednall, O’Cass, Paladino, Ward and Kanuk - I thought I’d have a look at Emotional Appeals and which one in particular this ad fell into. I feel that it most fits in with ‘Abrasive Advertising’ where the book says “The sleeper effect… suggests that the memory of an unpleasant commercial that saturates the media and antagonises listeners and viewers may dissipate in the end, leaving only the brand name and the persuasive message in the minds of consumers.” Obviously in this case the word ‘consumer’ probably does not fit in as well, but you get the point.
