Coleman Sweeney’s a good guy. Really, he is, reports Richmond BizSense.  The report continued: “Not the fictional Coleman Sweeney depicted in the new, edgy, obscenity-titled marketing campaign by The Martin Agency for Richmond-based Donate Life America: The urinating-while-driving, women’s-bathroom-polluting, trick-or-treat-stealing “World’s Biggest Asshole” referred to in the campaign’s title.

The Richmond BizSense report, in part, added:

“That’s the Coleman Sweeney that people will get to know through the online video released to the world this week. Ideally, those people will include millennials, men specifically: the target audience for the organ donation advocacy group’s campaign.

“But the real Coleman Sweeney – the character’s namesake – is actually an associate broadcast producer at The Martin Agency. And he’s the opposite of his cigar-smoking on-screen counterpart, promised Wade Alger, a creative director at Martin and one of four co-writers on the campaign.

““He was kind enough to lend us his name,” Alger acknowledged at a launch party at The Broadberry (early in August). “Coleman, if you’re (reading this), I promise you’re a great guy, you’re amazing, and you’re nothing like the guy that we portrayed in this thing.

““It just was a great name, and he knew it was a great cause and it would make a difference. That’s why he allowed us to use his name,” he said. “The real Coleman Sweeney is not an asshole.”

“A year and a half in the making, the two-minute video – filmed by California-based production studio Furlined and featuring Thomas Jane, of the HBO series “Hung,” music written by Coldplay and a voiceover by actor Will Arnett – was posted on YouTube … with the goal of creating buzz and ultimately going viral, said David Fleming, CEO of Donate Life America.

“Fleming cited statistics that more than 120,000 Americans are currently waiting for a lifesaving transplant and hundreds of thousands more stand to benefit from an organ, eye or tissue donation to restore sight or health. He said 22 people die every day waiting for a transplant – about one person every hour.

“We hope this is an opportunity to give people who see this permission to talk about a serious subject in a not-so-serious way – to break down that wall that blocks the conversations in talking about this,” he said. “We’re probably going to get a little heat from some folks out there, but it’s going to be worth it.””

3 Responses

  1. Kathy Mathers

    Excellent ad – not just because it is so clever, but because it serves its purpose by inspiring behavioral change. Kudos to the client for being brave and letting the creative folks be edgy.


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