Change tables

July 2010
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Our change tables are for children only.
Dinosaurs Alive!

Advertising Agency: Trigger, Calgary, Canada
Creative Director: Patrick Doyle
Art Director: Joel Arbez
Copywriter: Saro Ghazarian
Photographer: Ric Kokotovich

Comments (21)

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IntrepidNavigator's picture
56 Activity Scores

It's copy crafting:
It's not about denying that dinosaurs are 'scary'. It's the link between 'so scared, you'll be shitting in your pants' and the 'baby changing tables'.

It's written as 'for children' only. Which isn't wrong, however, 'children' connotes a huge range of kids from 0-12, and more so from 3-12- and they (3-12) don't necessarily need a changing table to change their diapers - because they don't use diapers anymore. Changing tables are more closely associated with changing diapers, and diapers are associated more closely with 'babies' (more than 'children').

So, when a reader reads 'for children only', the association is a little far, or rather, a little more confusing. if the words used were 'changing tables' + 'babies', it would have been a closer and easier loop to connect the dots to the 'shitting in your pants' thought.
Summary - now, using the word 'children' isn't innacurate at all, but using the word 'babies' would have been more precise, for the reader to better connect the dots.

But I agree with Pedestrian, using 'terrified adults' in there somewhere would have been a lot nicer.