Here is the latest viral ad from Save the Children – a short film that explores a basic premise, that is: women’s and children’s welfare during conflict and disaster is an issue that isn’t sexy but still important.
A director asks models to read statements on a cue card in a very sexy, Zoolander-esque manner. “Lust.” “Desires.” Then suddenly, the cue card reads “Almost 800 mothers and 18,000 young children die each day…”
It’s a great idea. Although there’s a few cringe-worthy moments, like how some of the models still kept on trying to read statements about deaths in a sexy way. Halfway through, it’s easy to see where the video is going. In my head, I expected the models to read those statements, be taken aback, remain silent, and look distraught, then for the ad to finally cut scene to the moral lesson. But alas, even after the audience gets the message, a woman still ‘sexily’ touches her hair and says “…diarrhea.” Awkward!