There’s been an ongoing debate in the English ad circles about BBH’s spot for Barnardo’s, showing a girl caught in a vicious cycle of abuse.
Naysayers of this kind of advertising came out en masse, registering massive complaints when the ad launched.
The harrowing commercial drew 477 protests to the Advertising Standards Authority after its release, but the watchdog ruled that the shock tactics in the ad were justified.
However, the ad was also powerful enough to make people want to donate more to charity, which means the creative work did the job.
The children’s charity says the campaign led to a 33 per cent increase in awareness and that almost 50 per cent more people wanted to donate to the charity after watching the ad.
Love it or hate it, you can’t ignore it. And when it comes to shaking up viewers to get them to make a donation, taking them well out of their comfort zone is smart. Decide for yourself though, the spot is below (for now, it could get pulled again).