Nestle's Brazilian cocoa powder brand Nescau tackles the modern culture of over-protective "helicopter" parenting in a new spot urging parents to not let "fear stop your child."
The ad depicts parents' worries about their kids participating in sports and activities: a mother wonders, "What if she gets nervous?" as her daughter performs gymnastics on a beam; a father hopes his son won't suffer as he shoots a crucial basketball hoop; a worried couple see their daughter off on a sports trip asking, "What if she needs us?"
Other tense scenarios follow, culminating in a high dive off a board, as the mother looks on nervously. However, the spot ends by showing that all the scenarios went well, and the children (and parents) look happy and proud. It ends with the tagline "Sport Teaches" and the hashtag "#letthemplay." Rafael Kent of Corazon Films directed the spot, by Ogilvy Brazil.
The campaign followed research that found out that one of parents' greatest difficulties is to allow their children to gain independence, which is largely due to their own fears and insecurities.
While it's not overtly said, it's also presumably a healthy message for the Nestle brand to support at a time of childhood obesity, showing kids consuming their product before going out and doing sports.