Because PB&J Should Be More Democratic than It Is.

Here's a pretty idea. To drive donations to the Greater Chicago Food Depository, Leo Burnett/Chicago and Starcom remind shoppers that "food shouldn't be a luxury."

To illustrate the point, ordinary items -- soup, broccoli, PB&J sandwiches -- are positioned as luxury goods, languishing in the manicured hands of luxe porcelain models.

The bottom portion of each piece invites viewers to donate what they can to the Depository. "Text MEALS to 90999 to give $5," it adds -- simple enough to do on impulse.

If you're in the Chi, expect to see these on CTA buses and rail cars from now to December 31st.