TBWA Ad Makes Joke of Child Abuse
An anti-child abuse ad created by TBWA in Australia makes a joke out of child abuse — its message: “If only it was this easy to get over child abuse.”
The TV Spot opens as a father gives a speech at his daughter’s wedding reception. The script:
Which brings me to my little princess. She was certainly good enough for me, if you know what I mean.
… I look at Melissa today, and I remember the first words I ever said to her after sex. Don’t tell mum.
… And Tom, I’ll give you a few tips later son.
The guests hoot and clap just like at a regular reception, and the bride smiles as if she’s fondly remembering the moment.
The commercial was made for ASCA, the Australian anti-abuse organization. TBWA says:
David O’Loughlin, from advertising agency Whybin TBWA Tequila Sydney, which created the campaign, [said] there is often little sympathy for abuse survivors.
“We found most people thought once you are an adult you should be able to deal with it. The prevailing view was ‘get over it’.”
Commenters on the Aussie paper’s site seem to appreciate the ad.
Jim Edwards, a former managing editor of Adweek, has covered drug marketing at Brandweek for four years, and is a former Knight-Bagehot fellow at Columbia University's business and journalism schools. Follow him on Twitter or send him an email.
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