Agency: 15 Ideas, Chicago
Client: Oxfam
Tool of North America Director Harry Cocciolo just completed work on a hilariously irreverent spot promoting Oxfam America via 15 Ideas Chicago.
The :30 features a prim woman, who begins the spot seated on a beautiful living room sofa with her daughter, expressing her earnest shock upon having discovered that she could fight hunger and poverty simply by "giving a $%@#."
She ventures out into the community, encouraging dignified and shocked passersby to join her in giving a $%@# as she picks up her dry cleaning, pushes a child on a swing, and rides through a residential neighborhood in an ice cream truck.
The synthesis of the imagery of everyday chores with the brazen and incongruous narrative results in an unforgettable, attention-grabbing message that concludes with an appeal to visit OxfamGifts.com and buy gifts that contribute to Oxfam America's efforts to fight poverty.