Swim Ireland+Look at me

The most important ad we’ve ever made

What we did

  • Radio

"Look at me!"

Three simple words parents hear with such regularity that many of us have learned to drown it out.

Daddy! Daddy! Look at me!

This radio ad uses that simple phrase, over and over again, as the waves come crashing down, to highlight the perils of not paying attention to your child in the water.

Drowning is the second biggest cause of accidental deaths for children in Ireland. This radio PSA aired in the summer of 2020 during the Covid-19 pandemic when the risk of drowning grew significantly in Ireland because more Irish people who weren’t used to swimming in the dangerous seas around the country were visiting local beaches due to a mix of good weather and the restriction on international travel.

Our radio ad drew a massive reaction from people, with feedback that it was too harsh and too extreme. It proved so emotive that one woman said she had to pull over while driving, as the sound of the child crying out made her feel physically ill. And yet… these reactions in themselves prove the success of the radio spot – people were listening and the message was being received.

Our ad went on to be shortlisted at Cannes Lions and was awarded a Graphite Pencil at D&AD and most notably, an Iconic Yellow Pencil at D&AD for Writing for Advertising category in Radio & Audio.