Kids would prefer you not destroy the Earth

Zig's cinematic spot for Moms Against Climate Change pits child protesters (shouldn't they be in school?) against cops (don't they have parking tickets to write?) to illustrate that if kids knew what was at stake, they'd take action. There's no denying it packs a punch. That said, something feels off. I think I was expecting a boffo climax to really drive the point home. Why not have the sides embrace, each kid finding one of his or her parents among the riot squad, to symbolize that we're all in this together? Conversely, acid rain pouring from above and "frying" every last person? That would make a strong statement! Sure, it's easy for me to second-guess—that's why I enjoy it so much. Still, using children is a form of hot-button emotional manipulation. And to stretch a metaphor, failing to turn up that flame delivers a lukewarm message on a globally incendiary issue.

—Posted by David Gianatasio

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'Dead pets' climate-change ad feels the heat