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Daddy! Daddy! Look at me!

Award: Yellow Pencil

Yellow Pencil / Writing for Advertising / Radio & Audio / 2021

Award: Graphite Pencil

Graphite Pencil / Radio & Audio / Commercials Over 30 Seconds

"Look at me." Three simple words parents hear with such regularity that many have learned to drown it out. This radio ad uses that simple phrase, over and over again, as the waves come crashing down, to highlight the perils of not paying attention to a child in the water.

What did the judges have to say?

"A three-word script that manages to convey an accurate and shocking message."

Kfir Peretz, Art Director, McCann Tel Aviv

"Is simple and effective."

Eldar Yusupov, Planner, McCann Tel Aviv

"It's rare to come across a work which, using only four different words, grips so completely and affects the listener so thoroughly. It is compelling, and a compelling reminder that the tightest of constraints can produce excellence, and simplicity is a true superpower."

Rishi Dastidar, Head of Brand Language, BrandPie Limited

"Only four words are enough to tell a story you will never forget. Sometimes pure reality is the most powerful kind of advertising."

Heiko Freyland, Executive Creative Director, Independent Creative

"Ernest Hemingway once said he could tell a story in six words. Swim Ireland did it in five. The emotional intelligence in this radio spot is outstanding, and the fact that such a gut punch can be delivered from a handful of words makes this piece truly exceptional. They say radio is a dying art form. Let this change your mind."

Olivia Downing, Copywriter, TBWA\Manchester

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