Of sluts and fools
Show Business: 3+'s "Supernanny" campaign is dividing opinion. The kids aren't mincing words.
Showbiz The 3+ Supernanny campaign is polarizing. Some find it outrageous, others think it's just great. We're talking about the new TV and radio commercials for the private channel 3+. For the show "Supernanny", 3+ boss Dominik Kaiser lets children rant in plain language. "Mommy, mommy, do you know what you are, a bitch, a stupid pig," is one of the words used in the TV commercial.
Spots polarize Somewhat more harmless is the radio advertising. In the audio samples posted on YouTube, the little ones make fun of well-known children's songs. The father remains a complete idiot. The editorial teams of the local radio stations discuss the swearing advertisements controversially. Those responsible at Radio Zürisee are shocked. The commercials available on the Internet are extremely questionable. The station decides not to broadcast them.
A compromise was reached at Energy Zurich. Last Monday, the station played each radio spot once. Program director Dani Büchi: "A one-off broadcast rarely has any effect. We would never broadcast the spots more than once." For Büchi, the campaign is extremely controversial. For the radio man, the TV commercials are particularly bad because they contain vulgar language. Dominik Kaiser counters: "Swearing children are not an invention of 3+, they really do exist." Markus Gut, Head of Creative at Publicis, also thinks the campaign is fine, as his people were only depicting reality. Gut: "We used to talk like that in the playground too."
Whether serious or not, the Supernanny campaign is already causing a furor before its launch. Büchi again: "The campaign can be seen as a clever PR stunt by 3+." In addition to the "creative" content, the radio people interviewed by Werbewoche also criticized the technical design of the commercials. The basic tenor: the radio commercials are not optimally produced, as adults speak instead of children. But 3+ man Dominik Kaiser doesn't seem to care, because the commercials produced by Publicis' Fasttrack department are effective. The Supernanny advertisement linked on YouTube is being wildly recommended by email. In addition to radio and television, the problem areas of raising children are also addressed in the cinema and in print ads.
Christian Lüscher
Show for stressed-out supernannies
is a new show format from 3+. The 38-year-old parenting coach Martina Krieg advises stressed and overwhelmed parents and children. The private broadcaster has acquired the licenses for the successful format from Channel 4 in England.
Spots polarize Somewhat more harmless is the radio advertising. In the audio samples posted on YouTube, the little ones make fun of well-known children's songs. The father remains a complete idiot. The editorial teams of the local radio stations discuss the swearing advertisements controversially. Those responsible at Radio Zürisee are shocked. The commercials available on the Internet are extremely questionable. The station decides not to broadcast them.
A compromise was reached at Energy Zurich. Last Monday, the station played each radio spot once. Program director Dani Büchi: "A one-off broadcast rarely has any effect. We would never broadcast the spots more than once." For Büchi, the campaign is extremely controversial. For the radio man, the TV commercials are particularly bad because they contain vulgar language. Dominik Kaiser counters: "Swearing children are not an invention of 3+, they really do exist." Markus Gut, Head of Creative at Publicis, also thinks the campaign is fine, as his people were only depicting reality. Gut: "We used to talk like that in the playground too."
Whether serious or not, the Supernanny campaign is already causing a furor before its launch. Büchi again: "The campaign can be seen as a clever PR stunt by 3+." In addition to the "creative" content, the radio people interviewed by Werbewoche also criticized the technical design of the commercials. The basic tenor: the radio commercials are not optimally produced, as adults speak instead of children. But 3+ man Dominik Kaiser doesn't seem to care, because the commercials produced by Publicis' Fasttrack department are effective. The Supernanny advertisement linked on YouTube is being wildly recommended by email. In addition to radio and television, the problem areas of raising children are also addressed in the cinema and in print ads.
Christian Lüscher
Show for stressed-out supernannies
is a new show format from 3+. The 38-year-old parenting coach Martina Krieg advises stressed and overwhelmed parents and children. The private broadcaster has acquired the licenses for the successful format from Channel 4 in England.
