Creativity

This Nestle campaign urges helicopter parents to let go and stop worrying

Campaign by Ogilvy Brazil highlights the importance of sports and activities

By Alexandra Jardine. Published on Jul 26, 2018

Editor's Pick

Nestle's Brazilian cocoa powder brand Nescau tackles the modern culture of over-protective "helicopter" parenting in a new spot urging parents to not let "fear stop your child."

The ad depicts parents' worries about their kids participating in sports and activities: a mother wonders, "What if she gets nervous?" as her daughter performs gymnastics on a beam; a father hopes his son won't suffer as he shoots a crucial basketball hoop; a worried couple see their daughter off on a sports trip asking, "What if she needs us?"

Other tense scenarios follow, culminating in a high dive off a board, as the mother looks on nervously. However, the spot ends by showing that all the scenarios went well, and the children (and parents) look happy and proud. It ends with the tagline "Sport Teaches" and the hashtag "#letthemplay." Rafael Kent of Corazon Films directed the spot, by Ogilvy Brazil.

The campaign followed research that found out that one of parents' greatest difficulties is to allow their children to gain independence, which is largely due to their own fears and insecurities.

While it's not overtly said, it's also presumably a healthy message for the Nestle brand to support at a time of childhood obesity, showing kids consuming their product before going out and doing sports.

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Credits

Date
Jul 26, 2018
Client:
Nescau
Agency:
Ogilvy Brazil
Chief Executive:
Fernando Musa
Chief Creative Officer:
Claudio Lima
Executive Creative Director:
Márcio Fritzen
Art Director:
Paulo Engler
Copywriter:
Márcio Fritzen
Copywriter:
Mariana Albuquerque
Planning:
Thais Frazão
Planning:
Natália Feres
Media:
André Gramorelli
Media:
Juliana Spina
Media:
Danielle Conti
Media:
Thiago Duarte
Media:
Karina Takara
Producer:
Cecilia Taioli
Producer:
Brunno Cunha
Account:
Regina Madeira
Account:
Carina Moubazbaz
Account:
Diego Garcia
Production Company:
Corazon Films
Director:
Rafael Kent
Executive Director:
Igor Ferreira
Photography:
Fernando Bertoluci
Art Director:
Patricia Pereira
Corazón Team:
Marcela Bortolai
Corazón Team:
Rafael Klein
Corazón Team:
Bruno Galvao
Corazón Team:
Juliana Sigolo
Corazón Team:
Natalia Cardoso
Effects:
Warriors VFX
Post Production:
Warriors VFX
Post Production:
Nayla Kols
Finalizing:
Marcio Lovato
Sound:
Sonido
Sonido Team:
Leo Beltrão Artimonte
Sonido Team:
João Miguel
Sonido Team:
Lucas Duque
Sonido Team:
Rae Coelho
Client Approval:
Fabiana Fairbanks
Client Approval:
Rodrigo Lopes
Client Approval:
Abner Bezerra
Client Approval:
Rafael Nadale
Client Approval:
Rodrigo Demarchi
Client Approval:
Juliana Carvalho

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