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National Coalition for the Homeless: "It Can Happen To Anyone"
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KNARF New York created this spot for the Nartion Coalition for the Homeless The PSA features an attractive woman eating a sandwich on a city street corner. After depositing the sandwich in a nearby trash can, she proceeds to walk backwards down an alley and crawls into a cardboard box at which time we see a title that reads “It can happen to anyone. Nationalhomeless.org”. After seeing her backward movement and noticing the strange way she flips her hair upon entering the box we realize the entire film is running in reverse. When thought about it in that context the viewer realizes that the woman lives in the box and took the sandwich out of the trash bin to eat it.
The band Radiohead was approached and asked if one of their tracks which the creative team took a liking to, can be used in the commercial. Directly after viewing the spot, a band who's never sold their music for any commercials, instantly gave clearance to use their music for free, claiming they dug both the cause & concept.
Colorist: Tom Poole/Company 3 |
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