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Belgian television viewers were given a preview of the 25-second film earlier this week, when it was shown on the main evening news. The reactions ranged from approval to shock and, in the case of small children who saw the episode by accident, wailing terror.
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The short film pulls no punches. It opens with the Smurfs dancing, hand-in-hand, around a campfire and singing the Smurf song. Bluebirds flutter past and rabbits gambol around their familiar village of mushroom-shaped houses until, without warning, bombs begin to rain from the sky.
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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.
