These DBI Federal Childsurance Ads Urge You to Care While They're Cute

 - Jan 9, 2012
References: ogilvy & adsoftheworld
There is a light but clever concept at play in these DBI Federal Childsurance ads, which I'm sure only a parent could truly appreciate. The campaign raises the issue of gratefulness which many adolescents lose as they experience that awful teenage phase.

The company that has commissioned these prints aims to encourage mothers and fathers to start saving for their kids' futures while they're young. Although the main reason may be an obvious and sensible one, which is to allow funds to accumulate for longer, these three images are captioned with another consideration.

Ogilvy & Mather advertising of Mumbai, India, framed three pictures of adorable babies. Even though each makes a grumpy face, the toddlers are still irresistibly lovable. Asserting that, "At 18, your angry daughter won't look this cute," these DBI Federal Childsurance ads foreshadow a reluctance to finance your angsty offspring later.