Watching this, I am very ready to fall into the trap of thinking: "well, why don't you just keep a closer eye on your kid?"

But then that squirming t-shirt SuperMan, who so desperately tries to get away from something, is showing me another story. He, and the other animated characters are showing us how hard it is to be an unsupervised kid.

Half of me is upset this ad even exists, and the other half of me feels that it's a great ad - while still being upset it even exists. I hope it reaches the targets it needs to reach, it did touch me. This was a smart way of showing how moments without supervision can be very scary. Be there.

Ad agency: Havas

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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