The Tomorrow Trust: iPod baby

Not so famous last words.
A Mother's Legacy is a book that has been written to capture the stories and messages left behind by mothers dying of HIV/AIDS.

Advertising Agency: TBWA Hunt Lascaris, South Africa
Creative Director: Damon Stapleton
Art Director: Justin Wright
Copywriter: David Edworthy
Photographer: Graham Kietzmann
Released: November 2007

Related videos by Shutterstock

9 comments

SeanMartin's picture
SeanMartin

I question two aspects of this:

-- (1) linking a mother's death with a faddish piece of technology seems to be trivializing her, reducing her nothing more than a mere blip, which leads to...

-- (2) once in the receipient's hands, s/he could simply delete the message and have this really cool iPod.

While I applaud the sentiment behind the concept, it doesnt feel totally thought through. It appears the campaign was a success, however, so chops for that. But when you're dealing with an issue like death, it just feels wrong.

My 0.02, and no doubt worth every penny, since it obviously worked well. It's just a little unsettling.

xhp's picture
xhp
543 pencils

puting a so hard message on a so strong product ... very hard ... in my point of you it doesnt work so much ...

coronam's picture
coronam
162 pencils

i am so confused...

vurtomatic's picture
vurtomatic
364 pencils

"What will this baby cling to when the mother is gone?"

The messaging doesn't work.

After my purchase, I'm going to throw the baby away and KEEP THE DAMN IPOD that I shelled out a few hundred bucks for. So the mother is hardly 'gone,' the baby is.

Whole thing will also work better if this message was piggybacked onto the iPod (red).

gmint7's picture
gmint7
2685 pencils

:::J:::

forced

:::J:::

Mr.Top's picture
Mr.Top
728 pencils

I think you would have severe law suits from apple...

TheDave's picture
TheDave
5 pencils

I think it's good...

I don't think they were trying to say 'Hey kid, your mom's dead. Here, have an iPod'. They were just using the iPod as a platform to promote the book. The idea of packaging it so that you have to take the mother away from the baby to get to the message, is really what the book is all about. Plus, it is also relevant to the culture...

I've seen the iPod advertised on the South African version of Apple.com - zastore.co.za so clearly they had Apple's permission. And yes, once you get the iPod, you probably would delete the stuff they've put on there - but it would have done the job of raising awareness for the book and you would have supported a charity by buying it! So why not buy it instead of the 'normal' iPod...

Kudos guys - it's a good cause.

EgeMan's picture
EgeMan
54 pencils

NO NO IPOD ITS ENOUGH PLS. DONT USE BABIES. ALSO NOT AN AFRICAN BABY I THINK.

BrunoSwiss's picture
BrunoSwiss
30 pencils

Terrible! - How insensitive can you get! Looks like a poor attempt to win some sort of award.. Not sure what though.

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments