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The people of Belgium have been left reeling by the first adult-only episode of the Smurfs, in which the blue-skinned cartoon characters' village is annihilated by warplanes.
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The advertising agency behind the campaign, Publicis, decided the best way to convey the impact of war on children was to tap into the earliest, happiest memories of Belgian television viewers. They chose the Smurfs, who first appeared in a Belgian comic in 1958.
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It's intended for an adult audience. That doesn't mean some kids won't see it, but it's intention is to appeal to adults. I think it's an interesting campaign. I wonder how effective it will be.