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?
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
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.