Not sexy, but important: Save The Children ad shows models trying to make poverty sexy
Almost 800 mothers and 18,000 young children die each day, mostly from preventable causes
Published 08/05/2014 | 08:33
You don't need to be a grizzled advertising executive with a lifetime in the industry to know that sex sells.
But what if the subject you're attempting to bring to people's attention isn't sexy?
How do raise awareness then?
A startling new advert from Save The Children has set out to address this very issue, making the point that though child poverty isn't sexy it's still an extremely important issue that deserves our attention.
The advert, which was commissioned by the charity, whose 'Most Shocking Second a Day Video' , recently went viral and had more than 30 million views on YouTube, features a group of attractive models who were brought into the studio for an 'intimate' shoot for what they were told is a very sexy brand.
The models were asked to read a number of strikingly vacuous, statements, questions and product nonsense including "what are your deepest desires?", "lust is my mistress" and "what is sexy?"
It's then that things become odd.
The models are shown a cue card saying: "Almost 800 mothers and 18,000 young children die each day, mostly from preventable causes."
They are told to make the statement sexy; some continue to flirt with the camera and attempt to maintain unsuccessfully their seductive tone.
One model says: "This is not a sexy statement. I feel bad." Another asks, "you want me to say that sexy?" The director then instructs the squirming models to make it "sexier".
The director finally admits to the models that there is nothing they could do to make the issue sexy.
The screen fades to black before a title card informs viewers that 75 per cent of people living and dying in areas affected by armed conflict and natural disasters are women and children.
The models have the last word speaking directly to camera and saying that though the issue is not sexy it deserves our attention.
The advert, which has been screened in time for mothers' day, which in the US is celebrated on the second Sunday in May, coincides with Save The Children's 15th annual issue of State of the World's Mothers (#SOWM) report, which among other things identifies the best and worst places in the world to be a mother.
"Beyond the Mother's Day flowers and the brunches for the moms in our own lives, we want people to do something for mothers who are facing extreme challenges every day," Carolyn Miles, Save the Children president said.
"That's why we set out to create a video that will not only grab people's attention, but also get them to act. We know that talking about mothers and babies struggling to survive during war and disaster isn't sexy. But that doesn't mean we shouldn't be doing something about it."
6-second Vine videos show the worst of #BlackFriday
Clare Cullen With the rise of 6-second video app Vine, it's never been easier to see snippets from around the world in an instant.
How much do the Irish know about Thanksgiving?
Clare Cullen We took to the streets to find out exactly how much Irish people know about Thanksgiving
FG TD calls voter a 'moron' in heated Twitter spat
Clare Cullen A Fine Gael TD has come under fire for responding to a voter's heated question by labelling him a 'moron'.
6-second Vine videos show the worst of #BlackFriday Trending
How much do the Irish know about Thanksgiving? Trending
Empty seat filmed on BBC News as presenter reports to wrong camera Trending
Ten Frozen Elsa dolls sold on the web for €500 each Trending
FG TD calls voter a 'moron' in heated Twitter spat Trending
New book reveals 'strong gay scene' in Irish Catholic church Books
Chaotic scenes in Irish supermarket as Black Friday bargain-hunters battle it out Irish News
Noonan: ‘There are people on €70,000 who aren’t particularly well off’ Irish
Get army ready to protect banks: Central Bank’s warning to Taoiseach during crisis Politics
Goodbye hangover! Scientists finally crack the morning after cure Health Features
WATCH: The Late Late Toy Show best bits
Interview: The soul Queen Mary J Blige 'Right Now'
How much do the Irish know about Thanksgiving?
VIDEO: Star Wars VII teaser trailer premieres
The first trailer for Star Wars: The Force Awakens has been released.
FIRST LOOK TRAILER - Star Wars: The Force Awakens teaser
Take a first look at the official teaser trailer for Star Wars:...
VIDEO: The Movie Show reviews 'Horrible Bosses 2' and 'Paddington'
Aoife Kelly and Paul Whittington take a look at the two biggest...
VIDEO: Angelina Jolie's war film rivalry with Brad
Angelina Jolie has taken on the role as director once again in World War II movie Unbroken.
VIDEO: Angelina Jolie was inspired by Unbroken war hero
Angelina Jolie says she was inspired by the real man behind her latest film. The Oscar-...
VIDEO: HomeTown perform 'Where I Belong' from Independent.ie studio
New boyband Hometown perform 'Where I Belong' in...
VIDEO: Miley Cyrus celebrated her 22nd birthday with Patrick Schwarzenegger and...
Miley Cyrus pulled out all the stops for her 22nd birthday by...
VIDEO: X Factor: Simon Cowell laughs off Stevi Ritchie job request
The latest contestant to be voted off the X Factor, Stevi Ritchie,...
VIDEO: Steve Backshall: Strictly Come Dancing was exhausting
Steve Backshall says Strictly Come Dancing has taken its toll upon his physique. The naturalist, who...
VIDEO: Soggy stars brave rain at Paddington premiere
Oscar-winning beauty Nicole Kidman was among the stars to brave the pouring rain at the...
Mundy 'Sarah of the Slopes'
Mundy 'Touch Me'
VIDEO: Jessie J Hits The High Notes On Jimmy Kimmel
Jessie J was showing just why she's a pop super star as she hit the stage to perform on the Jimmy...
VIDEO: Kendall Jenner and Scott Disick Party in Hollywood
Kendall Jenner filled in for her big sister Kourtney and...
Rodrigo y Gabriela 'Soundmaker'
Rodrigo y Gabriela 'ORION'
Rodrigo y Gabriela Interview
The Hot Sprockets Interview
The Hot Sprockets ‘Homeslice’
The Hot Sprockets ‘Jumping Jack Flash’
MTV Europe Music Awards 2014
In pictures: Love/Hate Season 5 finale
10 actresses who could play Bridget Jones
As reports suggest Reese Witherspoon could be replacing Renee Zellweger on the third...
Love/Hate series five - the story so far
Top 10 sexist ads - prepare to feel your blood boil...
Love/Hate: All the action from explosive first episode of season 5 in pictures
PPI Radio Awards 2014
In Pics: EGX, UK's biggest videogames show
EGX is the UK's biggest videogames show, held over four days at London's Earls Court Exhibition...
Limerick Pride Festival 2014
Gallery: #EPFestival2014 - celebs and revellers!
Spot a celebrity, or yourself, at Stradbally, Co Laois, at this year's Electric Picnic