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Award: Wood Pencil

Wood Pencil / Viral / Viral Films / 2008

Onslaught juxtaposes a nine-year-old girl with the barrage of super-thin, sexed-up images she’s inundated with every day. Roughly 300 images were cut in rapid succession: typical fashion ads, MTV dancers and TV ads flash by first, followed by the results of the pressure girls feel – the obsession with diet, eating disorders and plastic surgery. It ends with a tagline telling mothers to talk to their daughters before the beauty industry does. With almost 150 million media impressions, the ad generated discussion among bloggers and journalists. It was fourth on Time’s top ten of 2007, among Newsweek’s best TV ads of the year (despite never running on TV) and voted number one ad of the year in USA Today’s readers’ poll.

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