The rattling of sables, parading of soldiers and showing off the amount of tanks one has is edited together here as if it was all a big festival of sorts. Kim Jong-il waves at Salman of Saudi Arabia, Women soldiers goose step by as pilots, the Russian army, and Saudi Arabian special forces march on. Here come the airplanes with the multi-colored smoke, the giant flags to be waved and audience applauding at it all.

Really now, that's not what war is like and you know it thanks to the Reporters Without Borders. The ad takes a dark turn as it reminds us that reporters out there are risking their lives to bring us the truth. Support them. A simple and very effective reminder created with news footage, in short a very smart solution for a budget-constrained PSA org. Well done, BETC.

Ad agency: BETC, Paris Creative Directors: Stéphane Xiberras Jean-Michel Alirol Dominique Marchand Art Director: Jean-Michel Alirol Assistant Art Director: Pierre Orizet Copywriter: Dominique Marchand

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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