# Squishy Ad Campaigns Play-Doh's Singapore Ads Show It's 'Safe No Matter What You Make' By Robyn Currie | Published 2009-09-14 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/singapore-play-doh-campaign References: [thejailbreak](http://thejailbreak.com/2009/09/14/play-doh-ad-campaign/) & [hasbro](http://www.hasbro.com/playdoh/en_US/) [Play-Doh](https://www.trendhunter.com/trends/play-doh) is well known for its soft, mailable qualities, and its ability to transform into just about any shape as fast as your imagination will let you. Now an ingenious [Singapore](https://www.trendhunter.com/trends/govtech-singapore) Play-Doh ad campaign makes it clear to parents why they should choose it as their children’s toy. The ads use photos of a chainsaw, knife, matches, and prescription pills made of Play-Doh and tag lines on each that read “Safe No Matter What You Make” to really hammer home the message. The Singapore Play-Doh campaign makes it clear that even if you do choose to create a gun out of it, it will still just be Play-Doh. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 81% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### Key Themes Behind This Trend - **Child Safety Awareness:** Disruptive innovation opportunity: Create child-safe products that emphasize safety in their ad campaigns. - **Creative Marketing:** Disruptive innovation opportunity: Use creative and visually impactful campaigns to communicate brand messaging effectively. - **Product Transformation:** Disruptive innovation opportunity: Develop products that offer versatile and transformative qualities, appealing to consumer imagination and creativity. ### Where This Applies - **Toy Manufacturing:** Disruptive innovation opportunity: Introduce new materials, design concepts, or safety features in toy manufacturing to address parental concerns about child safety. - **Advertising and Marketing:** Disruptive innovation opportunity: Explore unconventional and attention-grabbing advertising strategies to engage consumers and differentiate brands. - **Childcare and Parenting:** Disruptive innovation opportunity: Develop innovative childcare products or educational tools that prioritize safety without sacrificing creative freedom for children. ## Related on Trend Hunter - [Adult-Focused Modeling Dough](https://www.trendhunter.com/trends/play-doh.md) - [Sensory Dough Toys](https://www.trendhunter.com/trends/playdoh-6-variety-compounds.md) - [Playful Restaurant Pop-Ups](https://www.trendhunter.com/trends/restaurant-of-imagination.md) - [Children-Focused Awareness Commercials](https://www.trendhunter.com/trends/lego2.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Playtime-Encouraging Toy Capsules](https://www.trendhunter.com/trends/art-of-play.md) - [DIY Colourful Dough Sets](https://www.trendhunter.com/trends/the-dough-project.md) - [Kid-Powered Imagination Campaigns](https://www.trendhunter.com/trends/ai-vs-ki.md) - [Colorless Modeling Compounds](https://www.trendhunter.com/trends/play-doh-x-pantone.md)