Airfix – #62/365


Seeing as though we’re on the cusp of a third world war, I thought it might be interesting to talk about toys that glorify war.

In the olden days, we didn’t have X Boxes or PSPs. We had to make do with eating coal and playing on’t road with plastic figurines for entertainment. I had hundreds, if not thousands, of these tiny Airifx soldiers.

Airfix Mountain Troops

But, unlike the meticulously crafted dioramas that you see in model shop windows, my battlefield was the living room carpet. Cushions for mountain ranges and my mother’s ornaments for barricades. I wiled away many an hour pitting German stormtroopers against American marines. Or Japanese infantry versus British paras. And sometimes it was a free-for-all with Napoleonic cavalry and American Union soldiers thrown in to spice things up a bit.


My love of war wasn’t limited to reenacting battles – I was also partial to building second world war model aeroplanes too. When I got bored with them, or they got damaged, like when the props or undercarriage fell off, I’d “borrow” my mother’s lighter and set fire to them and throw them out of my bedroom window, imagining them in a dogfight during the Battle of Britain.


I thought it might be interesting to do an ad campaign that promotes these “old fashion” toys to a present day audience. What these toys lack in graphic depiction they make up for in the users ability to improvise and use their imagination. Not to mention the necessity to apply strategy – not that prevalent in your average shoot-em-up console game. Games that merely lead the user down a labyrinth of computer code rather than require said user to think creatively.

I used the illustrations that Airfix actually commissioned for their packaging, which I’ve always thought were brilliant, because that is exactly how you imagine it whilst playing.

Now, I know it’s not particularly PC to promote toys that glorify violence, but it was a large part of my childhood during the 60s and 70s and I derived huge amounts of pleasure from it. And I turned out okay, didn’t I?

I can’t hear you…


Filed under Advertising, Brand, Children, Creativity, Design, Ideas, Inspiration, Strategy

2 responses to “Airfix – #62/365

  1. Love this. I can totally identify with your sentiments regarding childhood and Airfix. Great print work for Airfix – did it run? Copy is excellent.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s