Edith Cavell Hospital: Little Premature Xmas Card

Every year, the premature baby unit at Edith Cavell hospital sends cards to the other departments as well as to ex-patients. This year, they sent this card in mid-October. When you open it you see the message:

It's a little premature, but Happy Christmas.

Agency: McCann-Erickson, Belgium
Creative Director: Jean-Luc Walraff
Copywriter: Gregory Defay
Art Director: Gregory Defay
Photographer: Thierry Siebrand


justpassingby's picture
1368 pencils

very very very cool very

drizae's picture
503 pencils

Brilliant, xmas is so hard to do.

Fail Harder.

maggil's picture
6 pencils

now, I am awed!

Wren's picture
66 pencils

Amazing. Very fresh and original.

LetitbeKNOWN's picture
36 pencils

Great ads for what seemed to be not the easiest to work with. Niiiiccccceeeee

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

It was just a matter of time before someone would start fucking around with those figurines in the Nativity scene.
And I'm so glad they did.
Why it's baby Jesus in an incubator!
How precious is that?!

I wonder if I can get them on eBay...

ivan's picture

Oh, that's an incubator!? I thought it's a grill. :?

2workitt's picture
44 pencils

The idea is cool, but I'm always sceptical when it comes to politics and religion

accident's picture
36 pencils

don't be sceptical
enjoy it

Mo's picture
648 pencils

Lolz..Ivan...why would it be a grill? :-O

addyhoch10's picture
2592 pencils

"baby jesus on a grill? i thought it's goose for christmas" ;)

i love it. it would also be nice with mary kneeing behind the incubator touching the glass with her palms.

PeteHH's picture
202 pencils


Spider's picture
289 pencils

Fantastic!!! It's a very cool ad!!! Congrats!!!!

djspiralz's picture
491 pencils

clap, clap, clap!

Desi's picture
1052 pencils

Impressed :)

nemesis's picture
761 pencils

When I first saw it I thought it was baby Jesus in a microwave oven, hahahahaha

But when I enlarged it, I got it right away. Awesome. I love it! Very cool.

drunk dave's picture
drunk dave
1066 pencils

Where is the arabic god squad protecting religious rights? I love the fact there's no response, and I hope when the next ad has a religious slant you don't get upset.
Seeeeeee. JC boys seem more open minded.

justpassingby's picture
1368 pencils

Drunk Dave, in Christianity its normal to portray Jesus.
People are used to images of him and Mary. Its not against Christianity but in Islam it is.
Not every Muslim went crazy over those cartoons, actually a very small minority. 300 people in Iran protested, the population of Iran is 10,000,000!
Media blew it out of proportion.

ps. There are one billion Muslims and theyre not all Arabs.

drunk dave's picture
drunk dave
1066 pencils

Point well taken. Just commenting on how everyone (and it was the hindi ad last time) gets up in arms here when their religion is taken in vain. As an aetheist I don't care, just wish everybody was as open minded. But I do respect others beliefs, as long as they're not thrust on me. As for the ad... hmmm ... cute would be the only adjective I could give it. Not really very creative.

Arisca's picture
164 pencils

Usually I don't care much for wittiness I have to decipher. This I got right away. Simple yet imaginative, funny
& sweet. Congrats.

cooties's picture
180 pencils

what an ad!!! this year, the finest ad on adsoftheworld. arguably, of course.

popdistortion's picture
1594 pencils

Now that's something to look at. Great stuff!

Bianconiglio's picture
406 pencils


sold's picture
3290 pencils

putz!!! why i don't think this first? grgrgrgrgr.

rubijan's picture
2 pencils

It's perfect!
I really like the idea.

Guest's picture


balajprasanna's picture
39 pencils

a nice and novel idea :)

Log in or register to post comments