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Staying young is child's play

Saatchi & Saatchi has recently developed a print ad for cosmetics company Olay to attract the attention of mothers, placing the brand foremost in their minds.

5 Oct 2005

The device used was a child's simple crayon drawing of her family, but with a twist, to grab the attention of any mother: The ad shows a little girl's perspective of her family - but in the drawing Mom is the same height as her daughter.

Rajesh Ranchod, Creative Director of Saatchi & Saatchi, says: "The little girl thinks her mom looks just like her, thanks to Olay's anti ageing cream. The emotional appeal to women ensures the brand is effectively and affectionately held in the target market's minds."