[newcomer]

MediaCorp commercial shocks some, but gets its message on earth’s destruction across

THE strong message was meant to grab attention and urge viewers to think — and that is exactly what MediaCorp’s “Saving Gaia” :television commercial has done.

It opens with a shot of tar being poured on a mannequin of a boy. Then smoke and haze, representing air pollution, engulfs the figure. Finally, the mannequin’s head is sawn with a chainsaw — representing deforestation — before it dissolves into a real child’s face.

The message then flashes across the screen: Think about what we’re destroying.

The video’s creators had meant for such images to drive home the message that the “thoughtless pollution and destruction we are inflicting on planet earth” was being inflicted “upon ourselves and future generations”.

But what they did not bargain for, was the controversy such stark imagery generated.

One woman quoted in a media report claimed she found it hard to sleep afterwards. Another criticism was that children would find the commercial frightening.

A viewer wrote on an environment issues website: “The provocative and shocking advertisement campaign is an unfortunate: distraction that may result in some viewers feeling disgusted and helpless.”

Mr Alan Seah, who heads MediaCorp’s creative services department, said that “given the gravity of the issues facing our planet, a strong message was not uncalled for”.

The pollution and violence, Mr Seah pointed out, was done not to a real child but an inanimate mannequin. And while some have remarked that the dark viscous substance resembled blood, it was actually tar, he emphasised.

A few naysayers aside, the commercial has gotten good response from viewers who understand the need to pro-actively do one’s bit to save the environment,Mr Seah noted.

Student Ms Jiang Chuan, 20, said of the ad: “I found it disturbing but I think it means that message also got across, because destroying the earth is like destroying our children’s lives. They are the ones who are going to bear the consequences.”

MEDIA magazine Southeast Asia editor Robin Hicks suggested that instead of shock tactics, it might be better to present the issue in a more positive light.

“The shock tactic is fine in principle, but there could have been a website address in the closing frame of the ad, linking viewers to information on the steps they can take to reduce their carbon footprint (or) to recycle,” said Mr Hicks.

Debating the execution, however, was missing the point, he added. “It’s fantastic that MediaCorp is doing something to start debate about climate change. Long overdue, I say.”

Today/Friday, June 6, 2008

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[JessicaSilkwood]

yah yah i saw this and i commented to my bf: huh? mediacorp let meh? isnt it very gross?

[shypineapple]

gross as it maybe.....but it gets a message across...im for these kind of commercial, more plz! =)

[JessicaSilkwood]

for those weak heart n mind will find this ad disturbing..

[The Game]

"One woman quoted in a media report claimed she found it hard to sleep afterwards. Another criticism was that children would find the commercial frightening."


give that woman a big slap awake. this is the bloody fact and not media trying to scare you. and the untold nightmares will probably get that woman into cardiac arrest and drop dead.

[facevoid]

the advertisement is fail.
without you telling me.
i din know those smoke and saw has a meaning.

[milkboy1986]

omg..when i see the clip..i was abit shaken also...think it really have some sense of scarymess

[Hirakawa]

Say nothing also useless, we really need a very efficient way to electrolyze water into hydrogen and oxygen.

[gumok]

Such commercials are bringing a strong mesage across to all viewers...
Since the reason behind it is big enough, I feel there's no big fuss on the content of the commercial...

[myzticalz]

hmm, but the advertisement looks abit low budget and maybe should use another type of music..
maybe should use something more real.. (the smoke etc and that saw -.-)
but anyways, good move to attract people regarding environmental issues..

[jerry]

i could think of a million ways to make it more disturbing...

the advertisement is actually on the mild side, despite the kneejerk reaction from parts of the media

[uyen]

for me its ok lah but i think kids will be frightened.

[Voodoo Vince]

One comment - Gross.

[water-sprite]

I prefer the stop smoking ad... the MU artist was darn good lah!

[shingshing]

My reaction after I first watch the commercial is "??!?" What are they trying to deliver? Then second time watch closely then understand.......but yea, the commercial kinda creepy but still ok~

[XxbloodxX]

a very bad commercial i would say ...the doll ,saw and blood really eeks me ...i tot its a new chuky ghost movie =.="

[princessLUCK]

Originally Posted by gumok

Such commercials are bringing a strong mesage across to all viewers...
Since the reason behind it is big enough, I feel there's no big fuss on the content of the commercial...

agree on it...

Originally Posted by jerry

i could think of a million ways to make it more disturbing...

the advertisement is actually on the mild side, despite the kneejerk reaction from parts of the media

lol...

Originally Posted by uyen

for me its ok lah but i think kids will be frightened.

haha same as me...

[winterale]

I get the message.. and it's really not that scary.

[g2gcya]

good advertisment i like it

[dzpliu]

veri scary