Clothing brand I Love Ugly has released a new campaign featuring pint-size kids dishing out some hard love and sassy advice about life.
Called ‘Kids’, the campaign features three one-minute videos each with a child wearing the I Love Ugly label while they lecture. The campaign was done in-house.
In ‘Don’t quit’, a little boy in a backways cap encourages the viewer to not quit when the dreams and the process become too hard.
In ‘Practice’, a serious-faced little boy asks if you have taken the first step or begun yet – adding if you want to do something badly, you better take action and “get used to facing adversity”.
And in ‘Perseverance’, a little girl refuses to hear excuses, giving the viewer a verbal kick up the behind, including the line: “Every successful person understands this concept so it’s weird to me that you don’t understand it too.”
When announcing the campaign, I love Ugly said it believes every person has a giant within them that’s waiting to be unleashed, and the goal of the campaign is to make the audience understand that if you’re aiming for the moon, then mistakes are inevitable. The inclusion of children speaking the powerful words was to make it seem like common sense.
While ‘Kids’ does include the children swearing – something the brand said was for emphasis and to grab people’s attention rather than cause offence – it’s a far cry from the controversial lookbook the brand used to launch its new men’s jewellery range in 2015. At the time, many social media users accused the company of objectifying women and following a complaint to the ASA, I Love Ugly removed the campaign and apologised.