For United Way, Publicis/Toronto gives us “Youth” and “Homelessness.” Each introduces you to someone in dire straits: a homeless guy in his alley, staring despondently at passers-by; and a nervy new gangbanger.
Both look markedly stressed. Then each grabs hold of some part of themselves — the homeless guy his torn jacket, the street kid his head — and suddenly their skin peels off.*
Within the homeless man lies a clean-cut Joe with a uniform on. He steps easily out of his poverty-ridden skin — kinda like the crazy sorceress whose ugliness “melted away” at the beginning of Disney’s Beauty and the Beast — and joins the sea of active, busy people on the streets.
Same deal with the kid. He grabs his head, peels off his hoodie-ensconced bad-ass self, and reemerges in — lo! — a baby blue soccer uniform.
“What you’re really giving is a way out,” each spot concludes, referring slyly to the donation you are now morally obligated to make.
I like the idea of being able to shake off your past and join the sunshiny stat-quo. But if the spots are appealing, it’s because they oversimplify a taxing inner journey that can take years — and plenty of sorrows — to complete. Well, that’s advertising for you.
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*That’s like today’s running theme.
