Matchbox’s Child Soldiers

Ogilvy & Mather Singapore

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.

Kids and war—always a bad combo, right? Not for the folks at Matchbox and Ogiilvy & Mather, who just unveiled their “Young Warriors” ad campaign in Singapore. The photo-realistic ads depict tween boys as virtual GI Joeys, flying jets and attack copters and straddlng a battle-scarred M1 Abrams tank in what sure looks like Iraq.

Particularly creepy are the kids’ stoic, hardened expressions. As Copyranter (H/T) notes, “I get the point: Matchbox makes realistic little war machine replicas. But what’s with the thousand-mile stares on the young faux dogfaces?” (A commenter quips back, “You try living in the shit for a year when you’re eight. You’ll get the stare, too.”) I suppose Matchbox gets some credit for not going for the “combat is good, clean fun” G.I. Joe-type vibe that’s usually used to sell war toys. Though by not going that route, it’s unintentionally created a campaign that makes war seem like anything but a game.

 

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate