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Saatchis uses animation for NSPCC.(Saatchi and Saatchi campaign for National Society for Prevention of Cruelty to Children)(Brief Article)
Saatchi & Saatchi shows animated children being beaten, kicked and shouted at to applause and canned laughter in its latest TV execution for the NSPCC's three-year-old "Full Stop" campaign.
The campaign aims to raise awareness for the charity as well as encourage the public to call a helpline to report any suspected abuse.
The 60-second ad shows a man abusing a cartoon child. He throws the child against the wall, who then slides down to the floor amid laughter and clapping.
The man gets the same reaction when he stubs out his cigarette on the side of the child's head.
The final scene shows the man flinging him down the stairs, with the camera panning down to reveal a real child lying motionless at the bottom. The strapline "Real children don't bounce back. If you think a child is being abused -- do something", is followed by a helpline number.
Saatchis' executive creative director, Dave Droga, said the cartoon format worked for adults and children alike.
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