The old saying that children are like sponges is interpreted quite literally in the Cambridge University Press Super Minds ad campaign. It depicts young learners as individual sponges sitting attentively in classroom settings. Complete with pigtails, baseball caps, bows and eyeglasses, they represent the idea that "the earlier they start, the better," as stated by the tag line.
The Cambridge University Press Super Minds ad campaign was conceived and executed by the ad agency branch TBWA based in Madrid, Spain. Art directed by Nuria Madrid with creative direction by Roger Cano and Ramon Sala, the creative imagery was digitally illustrated by artist Nuria Madrid. On each of the sponge student's desk is a Super Minds textbook, driving home the message that preparing a child as soon as possible is always a good idea.