The simple fact that they use kids in the ad doesn't mean the ad is aimed at kids. They use kids to be cute or to be funny, and I can't see how you regard that as exploitation.
One I found "odd" lately is the use of the actress that plays the role of the President's daughter on West Wing in an anagalesic ad (Excedrin, I think). She's young enough that it almost seems like the ad is aimed at teens - or maybe I'm just old.
