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Cleaning lady

Campaign
Agency Network: 
Published/Aired: 
November 2010

Description

Print advertisement created by Publicis, France for LICRA, within the category: Public Interest, NGO.

Caption

Your skin color. Shouldn't dictate your future.

Advertising Agency: Publicis Conseil, Paris, France
Copywriter: Fabrice Dubois
Art director: Pascale Gayraud
Photographer: Yann Robert
Chief Creative Officer: Olivier Altmann
Account Supervisors: Gaelle Morvan, Elysian Fields
Art buyer: Jean-Luc Chirio
LICRA general secretary: Richard Serero
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jackmancer2017's picture

Hehe, funny visual but after you're done smiling you get the message. One that I really support as well.

Though cleaners might not like this campaign ;-)

jackmancer2017
Guest's picture

Any latino or black people would hate it.

Too much stereotypes in this ad.

Guest
Boxey's picture

I like it. I just wish the other babies were outfitted according to the futures their skin colors dictate as well--for consistency.

Boxey
Activity Score 8879
Melaleuca In-House
Billoughsby's picture

Agree

Billoughsby
Activity Score 5144
Art Director |

That's it.

Guest's picture

they are – they all will become caucasian sumo wrestlers

Guest
Guest's picture

hahaha great comment

Guest
velle's picture

LOL. that's just funny.

velle
Activity Score 1550
Copywriter
Guest's picture

Great!

Guest
Guest's picture

I don't think consistency would make it a stronger ad in this case. In my opinion it would only take away the "reality factor" of the ad. That moment when you realize that in real life we tend to categorize everyone according to their skin color. Even an innocent baby that has a lifetime to become anything. The comparison ties the exaggeration to a real life emotion.

Guest
velle's picture

i agree. it doesn't add anything.

but if you showed a row of minority race babies - an asian baby, an african american baby, a latino baby, plus one caucasian and dressed them all according to expectation, it might be just as effective as splitting them up into three ads...

but im not sure if the above method would reduce the impact somewhat.

velle
Activity Score 1550
Copywriter
Jotacef's picture

First, all babies should have a different custom. Part of this problem is the educational resourses, some people have no option, so, wrong....

Jotacef
Activity Score 219
Copywriter at OGILVY GUATEMALA CITY
Hibon's picture

Wrong concept... this can also mean that only one baby will have a job.

Hibon
Activity Score 3734

Simple ideas are the best !

jasonP's picture

I like this idea very much.
This ads highlight only on the disadvantaged baby.
If other babies are costumed, it might lose the focus.

jasonP
Activity Score 222
Raffles Design Institute
Guest's picture

other babies should have a costume

Guest
Guest's picture

other babies can be whatever they want. but the black one has a dictated future. this is the point.

Guest
jackmancer2017's picture

Yep, spot on.

jackmancer2017
velle's picture

yes.

velle
Activity Score 1550
Copywriter
Guest's picture

Definitely captured my attention!

Guest
AlfredoGil's picture

Definitely captured my attention! The other babies don't have a dress code because they are free to become whatever they set themselves out to be. The ad tells us this isn't the same for the newborn in the middle.

AlfredoGil
Activity Score 133
lucdesaulniers's picture

Pu capable de voir des pubs avec des bébés! (Can't stand to see any more ads with babies!)

lucdesaulniers
Activity Score 1145
Guest's picture

they are increasing the clichés on immigration, that's stupid

Guest
Guest's picture

Racism
Nice.

Guest
Guest's picture

Wow pretty simple and still sucks...Publicis..Come on.

Deadfamous.ca
Life after marketing.

Guest
tytpol's picture

Stupid. Forced funny.

tytpol
Activity Score 777
Copywriter |

www.tytpol.com

Guest's picture

Pure brain dead liberal claptrap with no thought that rises above their jerking knees.

Guest
Guest's picture

Nice & Simple.

Guest
AssassinX's picture

Good concept.

AssassinX
Activity Score 1329
Guest's picture

Nope. Doesn't work for me. So where are the asian babies? where are the indian babies?

Guest
shahidali's picture

The ad has certain amount of shocking elements in it, i.e. seeing the boy in cleaner's outfit shocks me. The message is very strong. Well done.

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

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