What’s a boner? Kids’ awkward questions answered by Amaze and Goodby Silverstein

To be fair, it doesn’t take a lockdown for young people to get curious, but at a time when parent-child relationships are pretty intense, this series of 15-second spots for Amaze, an online sex education platform, seems particularly appropriate.

Amaze is a YouTube series of 100 animated videos, which has already attracted more than 35 million views. Let’s just hope the algorithms don’t get the wrong idea for when the kids go back to home school on BBC Bitesize.

BONER

MASTURBATION

TAMPONS

#TimeToTalk

The light touch is very effective, and it’s good to see some quality production. All those low-res Zoom ads are wearing a bit thin.

MAA creative scale: 8

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.