Babysitter, Formula

Agency Network: 
April 2013


Print advertisement created by Lowe, South Africa for Cape Town Fish Market, within the category: Food.


Who knows what the babysitter's up to? That's why we have a kid's menu.

Advertising Agency: Lowe, Cape Town, South Africa
Creative Director: Kirk Gainsford
Art Director: Bruce Harris
Copywriter: Alistair Morgan
Illustrator: David Maclennan
Photographer: Christof van der Walt
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Shawali's picture

This is funny and the insight is interesting, but it's too much of a stunt for me.

Most restaurants have a kid's menu, there's nothing ground breaking being sold here. What is so different about this joint's kid's menu that would make people go there instead of any other place?

Activity Score 8442
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

Temple's picture

Not as half as original as it thinks it is (Playstation France anyone)

Activity Score 11341
Creative Director
morse's picture

I think it's a good insight. And the photos are great too.

Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Andrej Troha's picture

Because we want to associate our brand with parent’s worst nightmares, paralyzing fear and possible infanticide. Sure, let’s run this ad!

Andrej Troha
Activity Score 613
headoffice Communication's picture

Being a parents um worried about my child, thinking of my babysitter. I can take my son to this restaurant for try but again um worried about my 4 years son.

headoffice Comm...
Activity Score 196
Graphic Designer at 37/B Indira Road, Ground Floor, Farmgate, Dhaka-1215, Bangladesh
mr.x's picture

Kids menu in a restaurant, a weird thing to advertise if you ask me. But overall it's a nice idea although I think some of the ads were overkill. And some could be merged into one ad.

Activity Score 998
Forsbergs Skola
reasonwhy's picture

Parents hire a babysitter when they want to be without their child.

Activity Score 147
Art Director
thinkcredible's picture


Activity Score 8
Copywriter at BEI Confluence
michele873264's picture

wow the Running Commentators Of Advertising take themselves too seriously. It's just an ad. Selling fish.

Activity Score 58
DesignDine's picture

How many layers of hypothesis makes an ad creative!?

Activity Score 1313
Art Director at UK |

kleenex's picture

I say only a couple of the ads in the series work.

Activity Score 53160
Web Designer/Developer
Spanky's picture

Way too dark to advertise a kid's menu.

Activity Score 4899
Spanky's picture

Option 1) A local restaurant paid a large agency to produce and run six spreads to promote their kids' menu.

Option 2) A large agency called in a couple favors and produced six spreads for a local restaurant, which probably never ran.

I'm betting on option 2.

Activity Score 4899