Super Nanny: Control Toys

That's one way of controlling your kids....

Published on May 22, 2012

Editor's Pick

To promote the new season of the show Super Nanny in Brazil, Publicis Brazil got consumers' attention by creating a fictitious line of toys that featured absurd ways to discipline children. Empty boxes apparently containing the brand "Control Toys' - including a straitjacket, a cage and a ball and chain - were placed in 54 toy stores for a month. On closer inspection of the boxes, shocked consumers could read the message: 'There are better ways to discipline your child. Watch Super Nanny.' The show saw a 26% increase in its audience.

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May 22, 2012
Publicis Brazil Sao Paulo
Chief Creative Officer:
Hugo Rodrigues
Super Nanny
Kevin Zung
Art Director:
Antonio Correa
Luis Felipe Figueiredo
Guilherme Nesti
Agency Producer:
Rita Vilarim
Agency Producer:
Thiago Loureiro
Agency Producer:
Emerson Russo
Production Company:
Farol Filmes
Sound Production:

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