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Hook
IS THIS ONE OF THE BEST COMMERCIALS OF ITS TIME??
@roiinmarketing
7.4K followers · usually 743 views a post
Views
421.8K
Likes
55.9K
Comments
542
Shares
4.0K
Promoted 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
Follow Roi in Marketing for more viral campaigns
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
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