Matchbox’s Child Soldiers

Ogilvy & Mather Singapore

Let our journalists help you make sense of the noise: Subscribe to the Mother Jones Daily newsletter and get a recap of 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.

 

FACT:

Mother Jones was founded as a nonprofit in 1976 because we knew corporations and the wealthy wouldn't fund the type of hard-hitting journalism we set out to do.

Today, reader support makes up about two-thirds of our budget, allows us to dig deep on stories that matter, and lets us keep our reporting free for everyone. If you value what you get from Mother Jones, please join us with a tax-deductible donation today so we can keep on doing the type of journalism 2020 demands.

payment methods

FACT:

Mother Jones was founded as a nonprofit in 1976 because we knew corporations and the wealthy wouldn't fund the type of hard-hitting journalism we set out to do.

Today, reader support makes up about two-thirds of our budget, allows us to dig deep on stories that matter, and lets us keep our reporting free for everyone. If you value what you get from Mother Jones, please join us with a tax-deductible donation today so we can keep on doing the type of journalism 2020 demands.

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