The new campaign for Burger King Brazil seeks to let its consumers know that, positive or not, every opinion deserves to be fairly heard, yet, the same does not apply for prejudice. To bring this serious theme to light, the brand makes use of reverse marketing strategies to give its haters a voice.

In the video, Burger King shows real social posts about how people don’t like the brand, with statements like “I really hate Burger King. The smell makes me sick.” and “Burger King is shit. I really think it’s a low quality restaurant.” The brand doesn’t mind exposing criticism about itself on social media, since they are nothing but opinions of a few people. The campaign then goes on to showcase user comments with various forms of discriminatory content – racial, sexual orientation and gender-based – to prove that some of the worst prejudice can be disguised as opinions.

The campaign was created by David SP.

The Ad Council, R/GA, and an unprecedented group of brand partners today (Nov. 13) premiered Rising, a short film that shows how people band together to help each other in times of natural disasters.

The film was directed by Game of Thrones’ David Nutter and written by Lena Waithe, creator of Showtime drama series The Chi and Emmy-winning writer for Master of None and Azia Squire. It features the immediate aftermath of a massive storm and challenges viewers to consider why it takes a disaster to bring us together.

The fictional film borrows from real-life events and pays tribute to those moments when people from different backgrounds have come together following natural disasters. The focus is on a Middle Eastern family. The teen boy in the film is shown doing his chores, which involves running a US flag up the flagpole, where he is watched with trepidation by his neighbor. Though it is a diverse neighborhood, many don’t seem to trust one another. But during a massive flood, as the boy cries for help to save his mother, who is in a wheelchair, the neighbors rise to the occasion, banding together to pull her to safety. Rising hopes to encourage all Americans to come together and ultimately inspire people to act inclusively every day.

“Rising is a poignant and powerful film that takes us back to where we started with Love Has No Labels, reminding everyone to see each other as humans above all else,” said Lisa Sherman, president and chief executive officer of the Ad Council. “In moments of disaster, our capacity for good is limitless and we cast our differences aside to support one another. This film will inspire people to bring that innate humanity into their daily actions and create a more inclusive world.”

Rising reflects research that shows that catastrophes have one of the most profoundly unifying effects on people. The dramatic short film was created pro bono by R/GA with Great Guns and VFX by Ntropic. Though the action is fictional, a closing montage features photos of real disaster survivors coming together regardless of race, religion, gender, sexual orientation, ability and age. The film challenges viewers to carry an innate capacity to love one another into their daily lives through small acts of inclusion.  

The Ad Council and NHTSA unveiled a new set of public service advertisements (PSAs) to highlight the importance of always securing children in the right car seat, booster seat or seat belt.
 
In 2017, 675 children under the age of 13 were killed while riding in passenger vehicles, according to NHTSA data. Of those killed, more than one in three (35%) were not using a car seat, booster seat or seat belt. When used correctly, these safety restraints can dramatically reduce the risk of fatality or injury.
 
To create the campaign, Leo Burnett (working pro bono) mined insights from parenting research and trends, focusing on the idea that parents will do anything for their children. The TV PSAs feature relatable scenes of parents carrying out selfless acts — from watching their child's soccer game in the pouring rain to soothing a crying baby at 4am. The videos cleverly nudge parents to become more informed about car seat and seat belt recommendations by noting that, if they're willing to go to these lengths for their children then, surely, they would also visit NHTSA.gov/TheRightSeat to ensure their kids' safety.
 
The new creative work, available in English and Spanish, includes TV, radio, out-of-home and digital assets. Per the Ad Council's model, the new PSAs will be distributed to media outlets nationwide and will run in donated media time and space.