Agency Network: 
May 2013

Print advertisment created by Ogilvy, Brazil for Unicef, within the category: Public Interest, NGO.

Let's turn tables.
Every child has the right to play.

Advertising Agency: Ogilvy & Mather, Brazil
Chief Creative Officer: Anselmo Ramos
Executive Creative Director: Roberto Fernandez
Creative Director: Frederico Saldanha
Copywriter: Erick Stossel
Art Directors: Giovanni Muratori, Dogura Kozonoe
Illustrator: Fernando Reule
Typographer: Dogura Kozone
Producers: Antonio Carlos, Marcio Santos
Art Buyers: Nancy Bonani, Francini Santiago
Account Supervisors: Camila Porto, Andrea Barrios, Carina Moubazbaz
Advertiser's Supervisors: Gary Stahl, Ilaria Favero, Alexandre Magno, Estela Caparelli
Planner: Lucas Madeira

Comments (9)

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certaintly's picture
Activity Score 3994

i dont understand the connection to the "right" to play and the visual

and i understand even less the "let's turn the tables"

eins-eins-null's picture
Activity Score 896

thanks, i don't feel that dumb anymore. could it be that there just is no literal connection between text and picture?
anyhow, works for me.

certaintly's picture
Activity Score 3994

im not sure what youre saying. are you being sarcastic?

my point is, the copy is confusing. it's bad. it's not clear. it's trying to be more than it needs to be. more than it can be.

maybe it should say "even in poverty, we should make space for kids to play" or "no matter how hard life is in some places, there's always room for play" or idk. whatever it is theyre trying to say. it's simply unclear.

eins-eins-null's picture
Activity Score 896

i was absolutely serious. i searched for something taht makes them speak of "tables" but there's nothing, particularly there's nothing to be "turned", neither literal nor metaphoric. and there is no "right" displayed in any way. but i wasn't sure whether that's my fault until i read your comment. --> i totally agree.
i just find that the visual is depressing and still transporting the message, therefore i wrote that i anyhow think it works.

certaintly's picture
Activity Score 3994

ah, i see.

what i THINK theyre trying to do is say that there should be more soccer fields built.

so they show 1 soccer field, consumed by buildings and say "let's turn the tables" as in, let's get more pitches out there cus the kids have a right to play.

i think it's demanding way too much of the viewer.

kleenex's picture
Activity Score 51044

Not a good ad.

TheSmirkingFox's picture
Activity Score 145

I hope this is a lost-in-translation case, because otherwise this is just embarrassing for Ogilvy. Unclear, incomprehensible, needlessly ambiguous.

Edoftheworld's picture
Activity Score 161

No thanks.

Peter Frank's picture
Peter Frank
Activity Score 532

Worst of the month here.