BBH China highlights how it only takes a moment to turn happiness into hopelessness
BBH China has released a new spot to highlight the “lost children” problem in China. In one take, we see a joyful father next to his young son. He proudly describes all the wonderful attributes his son possesses while the camera slowly zooms in. The son eventually gets cropped out as the camera zooms in very tight.
Suddenly in a single moment the father’s emotions change from joyful to anxious and hopelessness. The camera zooms out to reveal in place of the son is a picture of him on a Missing Child poster. The father now describes what’s written on the poster as he tries not to break down at the disappearance of his son.
The message the films portrays is that it only takes a moment to turn happiness in hopelessness. And let’s help stop children going missing in the first place as our best chance to find them is in the first 3 hours they go missing.
Over 200,000 children are reported missing every year in China. Sadly, only 0.1% are ever found. CCSER is a Chinese Civil Alert System set up for missing children. It’s similar to the AMBER Alert program in the United States.
1 Comment
Oh dear. This ad illustrates that it only takes a moment of wrong judgement to turn a once dopeness of an agency into sadness and hopelessness. Wake up John, you can find better talents. H now means horrible.