In 2013, The Fragile Childhood Organization launched the ad Monsters directed towards adults who drink alcohol and have younger children. The ad was aired to help the parents realize how their excessive drinking affects their children and how their children see them differently to prevent substance abuse, and mental health problems from becoming cross generational. You have taken the child’s point of view into account and prioritize the child’s need for help. It also seems as if you seek to influence older adults so they can remember to consider whether they are using alcohol responsibly. Your organization succeeded in the ad through the use of intense situations, realistic significance of monsters, and fear.
The ad itself is very involving. You choose an ominous and unpleasant sound track that builds and dies in suspense, like they do in horror movies with jump scares. You also cut through to the children’s different scenes, making the viewers connect the pieces with each nightmare monster that is seen.
At the beginning of the ad, viewers see a little girl in pigtails walking beside someone on a crowded street with a straight face. It zooms out and they see an “undead” female in a flower printed dress with the disfigured face, scabbed over cuts, labored breathing, and messy hair holding hands with the little girl walking staggered like.
Children and parents play on a playground, as a little boy in yellow pants stands isolated, staring straight ahead fiddling with his hands. He backs up, looking uneasy, and they see what the little boy is staring at. A man in a cloak (who almost looks like the grim reaper), waves to the little boy as he continues to back up, confusion and fear written on his face.
It then switches to a little girl with a bob cut staring up at someone in befuddlement. People casually stroll by as a man in a dirty, haggard Santa Claus suit. He looks like he hasn’t slept in years and looks like someone...