During the summertime, it's hard to get little ones to sit still long enough to make sure that they're adequately covered in sunscreen. But skincare brand Nivea came up with a solution it's calling "Care From The Air," a.k.a. a robotic seagull that craps sunscreen on kids at the beach. (No, we're not joking.)

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When Nivea presented the campaign at this summer's Cannes Lions International Festival of Creativity, it was received... not so well (but are you surprised?).

"This is, without question, at the cutting edge of technology and brand integration," Sir John Hegarty, a Cannes Lion jury president, remarked sarcastically to a group of reporters at the festival, according to Daily Dot.

The ad, below, shows a seagull drone soaring over the heads of beach-goers and then pooping Nivea sunscreen on SPF-lacking children. Which the kids seem to thoroughly enjoy, to be fair.

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We're not so sure that SPF-pooping seagull robots are going to catch on, but maybe a seagull robot that delivers you margaritas at the beach? Now that would be something.


What do you think?