Apparently, in Italy, many companies force fresh recruits to sign blank resignation letters to be used "in the case of pregnancy." So that they can force them to resign when they get pregnant. Really? Really.

Well, that's messed up. To get people discussing how absurd that is, they had mothers reading resignations letters to their children in this ad. Quitting their jobs as a mom.
Now, I can see the inspiration Jill Greenberg's "end times" had on the world, as the closeups of some of the kid's reactions remind me of that immediately. The kids cry, rip up the letter, throw massive heartbroken tantrums. I hope these kids are acting. They're not acting, are they? I would never read a letter like that to my children. You could pay me a billion dollars, and still, I never would.

So as clever as the ad is, I think you might be preaching to the converted. Are mothers the people forcing young women to sign those blank resignation letter? No, I didn't think so. Let us hope the people who do, remember what it was like to be a child wholly in love with the mother when they see this ad. I'm not crying. You are crying.

Ad agency: FCB Milan
Managing Director: Giorgia Francescato
Executive Creative Director: Fabio Teodori
Associate Creative Director: Gianluca Belmonte
Copywriter: Gianluca Belmonte, Michele Vicari
Art Director: Fabio Mazzzuchelli, Cristiano Maifrè
Head of Planning: Susanna Revoltella
Strategic Planner: Paolo Costella
Group Account Director: Paola Brunati
Executive Producer: Cristina Nardi

Think Cattleya Production:
CEO: Monica Riccioni
Executive Producer: Danielle Joujou
Producer: Arianna Messina
Director: Maria Guidone
Photo: Francesco Marullo
Music: Federico Landini
Photographer: Angelo Di Pietro

Commercials: 
Country: 
Freeform tags: 

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.

Leave a comment