This Donate Life PSA promotes organ donation by introducing us to Coleman F. Sweeney, billed as the world’s biggest a-hole. Portrayed by actor Thomas Jane, Sweeney is mean, belligerent, crude and someone you would want no part of. His behavior is front and center in this spot. Yet when he dies, we finally see something redeeming about him–he had signed up to be an organ donor and we see the good that results as his various organs give a new lease on life to others.
This online piece shows us how easy saving a life can be, pointing out that almost anyone can do it–even the world’s biggest a-hole. The fact is that one person can help save and heal more than 50 lives through organ, eye and tissue donation.
Speck and Gordon of production house Furlined directed this comedically poignant online film–titled The World’s Biggest Asshole–conceived by a creative ensemble at The Martin Agency.
Credits
Client Donate Life Agency The Martin Agency Joe Alexander, chief creative officer; Wade Alger, David Vogeleer, Brig White, Miranda Morgan, copywriters; Will Godwin, designer; Jill McGrath, sr. digital producer; Steve Humble, broadcast producer. Production Furlined Speck and Gordon, directors/exec producers; Diane McArter, president/exec producer; David Thorne, sr. exec producer; Jay Wakefield, exec producer; Greg Schultz, line producer; Jeff Cutter, DP; Andrew Reznik, production designer. Editorial Cut+Run Graham Turner, editor; Carl Schilling, exec producer, editorial. Color/VFX The Mill Adam Scott, colorist; Thatcher Peterson, exec producer, color; Robin McGloin, lead Flame artist; Don Kim, additional 2D artist; Jordan Sharon, VFX producer; Tim Davies, VFX supervisor; Pat DeVaney, production coordinator. Sound Design Lime Studios Jeff Malen, sound designer; Susie Boyajan, exec producer, sound. Music Duotone Audio Group, bicoastal David Leinheardt, managing director; Jack Livesey, Peter Nashel, executive creative directors; Ross Hopman, exec producer/arranger; Jordan Lieb, arranger. Giovanni Lobato, producer; Music composed by Coldplay and performed by Civil Brother Audio Post Lime Studios, Santa Monica Jeff Malen, mixer Performers Thomas Jane as “Coleman Sweeney”; Will Arnett, voiceover.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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