By: Adnan Arnautlija
In 2016, we had the opportunity to witness some outstanding creative work, but as always, there is always the other extreme, where creatives sometimes get carried away and forget to think about the possible negative connotations of their work.
Precisely such a work came for the holidays of 2016 from the Russian agency 3SBA, for the Credit Bank of Moscow. In the video, a mother who has no time for her daughter is kidnapped by Santa Claus, who is taking her on a quite unpleasant “walk” through the wilderness, during which the mother reaches a catharsis and realizes that she should spend more time with her kid, with the message “think of the things that matter.”
https://youtu.be/wBKZwsZlXe4
It is arguable which part of this creative is a bigger fail: the message that it’s okay to torture a woman, or even that she deserves it for being a bad mother; that Santa Claus is portrayed as a kidnapper and “torturer” who drags his victim through the wilderness in order to convey a message; or the fact that it is difficult to connect the message of the video in any way with the service that the ad purports to promote.
Namely, as seen at the beginning of the video, the family in the video is hardly in need of a loan for a trip to nature, so even if the message is that the mother should devote more time to her daughter, it is difficult to connect it with the services offered by the bank.
Oh yes, it should be noted that the statistics in Russia show that one in three women have experienced some form of violence, and every 40 minutes a woman dies in Russia from domestic violence.
