Donate Life launched a genius TVC last week via The Martin Agency, featuring a first class asshole named Coleman F. Sweeney who doesn’t seem to give a shit about anything or anyone, or at least it appears that way.
The grumpy liquor swilling, truck driving, abuse yelling, candy snatching, panty thieving protagonist isn’t the most likeable in town, understandably.
But, once he dies he becomes a hero. Why? Because on his licence he is registered as a donor and his organs are given to several people so they can live long and happy lives.
"You could live your entire life as an asshole, but if you did one good thing, make that one good thing donating your organs when you're no longer with us. [The idea] seemed pretty simple," Wade Alger, group creative director for The Martin Agency, said.
According to Adweek one of the main motivators behind the ad was to encourage more young men to become organ donors, as the demographic had dropped off in recent years.
There are currently 120,000 men, women and children waiting for organ donation in the US and roughly 8,000 of those people, about 22 per day, die each year because they don't receive the organs they need in time.
By agreeing to be a donor, a young man could save as many as 50 lives.
Considering the target demographic, it’s easy to see why Donate Life wanted to use a bit of crude humour and let young men know that all sorts of people donate, assholes or not.