FSID 'pain' by JWT London
The Foundation for the Study of Infant Deaths has launched a hard-hitting new ad, featuring a series of women screaming out in pain.
Cot death charity launches TV campaign
- First Aired:
- 18-Dec-08
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- Media:
- Television
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- Country:
- United Kingdom
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- Agency:
- JWT London
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- Client:
- FSID
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- Creative Director:
- Steve Hudson
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Comments
Brilliant. Wrenching, wouldn't watch it again. But brilliant.
Doesn't cut the mustard for me I'm afraid. Just doesn't look half as painful as it was! And there's a disconnect here between the physical pain you go through and the unbelievable mental anguish that you would feel in losing your child...I shudder to think. I'm sure it will get people talking though and that's good awareness
this is physical pain. Doesn't work for me. Looks like they are having constipation.
Great idea but the execution could lead to sniggers in the back row due to reasons stated in previous post.
i quite liked the execution... how it builds up to a cresendo... pauses, and then climaxes. didn't once think of constipation. still, not the most groundbreaking idea...
emotional pain and physical pain mismatch...isn't giving birth an experience any woman would live to experience?...but losinga child is contrary to that..losing a child evokes more anger than cries of lost..
Maybe this is because I am female, but I found this incredibly hard hitting!
WOW. that was good. didn't see that coming....
miss N - 23/01/2009
wow indeed...COMPASSION- this advert does make you think...
I can't believe that over such an issue people have taken to creative critique. A worthy ad and cause
I agree with lucinda, emotional pain and physical are two different things. I could be wrong but if your a mother this will only make you think of the pain you went through to give birth. The emotional aspect to losing a child from what I understand is far worst. A friend of mine just lost her infant son and and emotional agony I believe will last much longer than labour pains.
this really puts me off having children
A friend of mine lost his son at birth. We never spoke about if until several years after. Their pain still remains. It is a silent pain. Mental Psychological pain is so silent, it creeps up on you like a six-O'clock shadow. At one time I did a spell in a hospital portering. there was one job everyone hated doing. it was carrying a still born child to its resting place. The child would have to go in a small white box. I had to carry one under my arm and take it to the mortuary. Put yourself in those shoes, and you are beginning to get an idea of what losing a child is really all about. I hope this true story helps you.
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Project name
Pain
Client
FSID
Brief
To raises awareness of the dangers of infant deaths.
Creative agency
JWT London
Creative director
Russell Ramsey
Art Director
Mark Norcutt
Copywriter
Laurence Quinn
TV producer
Lisa Colchester
Account director
Musa Tariq
Director
Steve Hudson
Production company
Hungry man
Editor
Bill Smedley
Exposure
TV, Cinema & Viral
Comments
Charles Yamine - 18/12/2008
Brilliant. Wrenching, wouldn't watch it again. But brilliant.
Lucinda Mould - 18/12/2008
Doesn't cut the mustard for me I'm afraid. Just doesn't look half as painful as it was! And there's a disconnect here between the physical pain you go through and the unbelievable mental anguish that you would feel in losing your child...I shudder to think. I'm sure it will get people talking though and that's good awareness
Ernest Wiyanto - 19/12/2008
this is physical pain. Doesn't work for me. Looks like they are having constipation.
Phil Hickes - 19/12/2008
Great idea but the execution could lead to sniggers in the back row due to reasons stated in previous post.
Feroze Engineer - 19/12/2008
i quite liked the execution... how it builds up to a cresendo... pauses, and then climaxes. didn't once think of constipation. still, not the most groundbreaking idea...
raymond wong - 06/01/2009
emotional pain and physical pain mismatch...isn't giving birth an experience any woman would live to experience?...but losinga child is contrary to that..losing a child evokes more anger than cries of lost..
Jane Moore - 10/01/2009
Maybe this is because I am female, but I found this incredibly hard hitting!
Emilien Anglada - 23/01/2009
WOW. that was good. didn't see that coming....
miss N - 23/01/2009
wow indeed...COMPASSION- this advert does make you think...
Anton Reyniers - 26/01/2009
I can't believe that over such an issue people have taken to creative critique. A worthy ad and cause
Manfred Kwapong - 06/02/2009
I agree with lucinda, emotional pain and physical are two different things. I could be wrong but if your a mother this will only make you think of the pain you went through to give birth. The emotional aspect to losing a child from what I understand is far worst. A friend of mine just lost her infant son and and emotional agony I believe will last much longer than labour pains.
Shy 758 - 06/02/2009
this really puts me off having children
Kevin Gordon - 04/04/2009
A friend of mine lost his son at birth. We never spoke about if until several years after. Their pain still remains. It is a silent pain. Mental Psychological pain is so silent, it creeps up on you like a six-O'clock shadow. At one time I did a spell in a hospital portering. there was one job everyone hated doing. it was carrying a still born child to its resting place. The child would have to go in a small white box. I had to carry one under my arm and take it to the mortuary. Put yourself in those shoes, and you are beginning to get an idea of what losing a child is really all about. I hope this true story helps you.
Miguel Garcia - 07/04/2009
Well said Anton.