Would You Help a Freezing, Abandoned Baby? This Ad Stunt Isn’t So Sure

Counterpoint to earlier bus-stop video

Headshot of Tim Nudd

Humans are so empathetic and caring. No, wait, they're selfish and horrible!

Advertising stunts can't seem to decide. Six weeks ago, we were impressed by several humans who helped a smaller human get warm at a bus stop in Norway as part of a charity stunt. Now, though, we get a grimmer glimpse of human nature through another charity video, this one from Russia.

This charity, which helps orphans, left a baby carriage seemingly abandoned in a public place, and rigged it up to play sounds of a baby crying. Did people come running to assist? Not exactly.

The ambivalence is pretty surprising and awful, and makes for a downer of a video. (You'd think this would depress its shareability and effectiveness as an awareness tool, although the case study claims the campaign drove results. But of course, it's a case study video, so take it with a grain of salt.)

As for why people didn't help the poor fake baby, a few possible theories: Maybe they saw the NYC "Devil Baby" video and didn't want to get screamed at and barfed on. Maybe it's easier to help a freezing child who's right in front on you than a disembodied voice in a stroller. Maybe Russians, unlike Norwegians, just don't give a damn if you're freezing.

Or maybe humans just aren't that nice after all?

Via Osocio.


Client: Charity Garage Sale

Agency: Red Pepper

Creative Directors: Danil Golovanov, Nikita Harisov

Art Director: Julia Uzkih

Copywriter: Ivan Sosnin

Production: Evgeniy Kharchenko

Producer: Ekaterina Golovkina

Music: "Lost Kitten" by Metric

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@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 10, 2014 https://dev.adweek.com/creativity/would-you-help-freezing-abandoned-baby-ad-stunt-isnt-so-sure-156927/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT