IS THIS ONE OF THE BEST COMMERCIALS OF ITS TIME??

@roiinmarketing

7.4K followers · usually 746 views a post

Views

420.8K

Likes

55.8K

Comments

543

Shares

4.0K

Selling · Other Product

CoorDown

Why it worked

The video effectively uses a powerful emotional narrative and a strong, clear message to challenge societal biases. By showcasing individuals with Down syndrome defying assumptions in relatable scenarios, it creates a compelling and memorable call to action for inclusion.

Summary

This video challenges societal assumptions about people with Down syndrome by showing them excelling in various roles. It highlights how low expectations can become reality and advocates for believing in their capabilities.

Structure

1Introduction of the question about the commercial's quality
2Challenging assumptions in different scenarios (bar, home, boxing, school)
3Demonstrating capabilities and defying expectations
4The message: 'Assume that I can, so maybe I will'
5Concluding with the brand name

Product placement

CoorDown: it ACTS by producing a commercial that challenges assumptions about people with Down syndrome. Removing it would change what happens in the video. Sweet Soda: it APPEARS as a product being served in a bar. Removing it would not change what happens in the video.

Call to action

Original caption

This is wild marketing 🤯 Italy’s CoorDown flipped every low expectation people have about Down syndrome into a powerful call to action with one message: assume that I can. It won 7 Cannes Lions and changed the conversation on inclusion worldwide. Follow Roi in Marketing for more viral campaigns 👇 #marketing #advertising #creativecampaign

More from @roiinmarketing

Their other posts in the index, biggest breakout first.