Viral Review: 'Sexy' Save the Children ad hits the spot

Social video experts Be On review the latest viral campaign by Save the Children

Save the Children: model squirms when she is asked to read about the plight of children
Save the Children: model squirms when she is asked to read about the plight of children

The Most Important "Sexy" Model Video Ever

Can a sexy model make anything sexy? Save the Children tested the theory in its new ad "The Most Important ‘Sexy’ Model Video Ever". The result is powerful, to say the least.

Set in New York City, a group of hot male and female models were told they were shooting an ad for a "very sexy [fashion] brand" and were asked to exude sexiness while reading cue cards. After being given a few laughably cliché lines, such as "lust is my mistress", they were then asked to read out: "Almost 800 mothers and 18,000 young children die each day, mostly from preventable causes." Something that is of course impossible to make sexy.

Needless to say the models were shocked, confused and some outraged. Their genuine reactions were what the producers hoped for. And once the talent learnt the truth their relief was palpable.

The ad uses a very strong component: authenticity. The combination of that and the compelling text read in a sexy way makes it very evocative and impactful.

The set-up of this social experiment nicely contrasts the superficiality of the fashion industry against the raw reality of children in dire need. This original concept is without a doubt remarkable and with the right seeding the ad will pick up and make an impression in the online world.

Save the Children is on a roll with its video content, only two months ago the charity released a powerful ad about the children affected by the Syrian crisis, which gained over 30m views. We hope they will keep up the good work!

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content