At first glance, a new Latin American-market ad for the Discovery Health Channel, from BBDO/Miami, leaves nothing to the imagination. Headlined, "You told your kids the story about the stork. We just want to fill in the blanks," the ad features a healthy newborn baby. A closer look, however, reveals that the poor kid has been neutered. Turns out the client didn't mind the gnarly umbilical, but flinched at the newborn's nakedness. Retouchers were asked to "neutralize" the child, says CW Gonzalo Lopez Marti, who was bewildered by the client's request. "I'm from Argentina," he says. "We don't have such problems with naked babies."
Client: Discovery Networks Latin America Agency: BBDO/Miami CD: Lane Atkins AD: Kim Saavedra CW: Gonzalo Lopez Marti Producer: Kim Saavedra
Photography: Discovery Networks Library