Daddy! Daddy! Look At Me!

"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.

Awards

D&AD Annual 2026

Providing inspiration and insight to the global creative community.

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Details

Categories
- Writing for Advertising
- Radio & Audio
Countries
- Ireland
Year
- 2021

Credits

Client
- Swim Ireland
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What did the judges have to say?

D&AD Jury

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

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

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

More winners

Radio & Audio

Other winners

Daddy! Daddy! Look At Me!

Daddy! Daddy! Look At Me!

Awards

D&AD Annual 2026

Details

Credits

D&AD Jury

Radio & Audio

Writing for Advertising