The Escape Robot ad from charity organization War Child U.K. is an incredibly inventive ad that tackles the issue of mental health and psychological well-being of child survivors of war. The ad was created by Raw London and was directed by Thomas Paul Martin. In the short commercial, viewers follow a naive robot protagonist as it makes its way through life in displacement. The upbeat music used in the spot adds a sense of gentle comedy, but also undercuts the darker tones of the expressed in Escape Robot and strengthens the ad's revealing ending.
The Escape Robot ad was first conceived by Martin after being presented with War Child U.K's proposal to launch a multi-platform, digital-led engagement campaign on the issue of mental health and psychological support. The powerful ad packages the message of War Child's topic of interest in a way that does not feel like a guilt trip. Instead, Escape Robot plays with a dystopian scenario to create something that is fully captivating and tugs on viewers' understanding of humanity.