Fairy 'pen cap, rubber ducky' by Leo Burnett Toronto

3.3 3 Votes

Leo Burnett Toronto has created a series of cringe worthy ads for Fairy in which an elderly woman continues to "baby" her adult son, as he is forced to acquiesce to her overbearing treatment.

The spots were directed by Aleysa Young at Partners Films in Toronto.

The strapline reads: 'You can only baby them when they're babies. Soften their world while you still can.'

Video 1: pen cap

Video 2: rubberducky

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Released: 11 June 2009

Creative in this campaign:

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Project name
Pen Cap, Rubber Ducky


Steve Persico

Art director
Anthony Chelvanathan

Production company
Partners Film, Toronto

Aleysa Young

Mark Paiva, School Editing, Toronto

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