Watch How A “Sexy” Commercial Shoot Takes A Surprising Twist When Faced With Social Conscience

Posted on May 9, 2014 in Campaign, Child Rights, Video

By Save The Children:

New York- Save the Children and Big Block Live took an unconventional approach to a serious subject in their Mother’s Day video, “The Most Important ‘Sexy’ Model Video Ever” was released on May 6th. The video uses sex appeal to expose the pressing needs of mothers in war-torn countries and urges social media users to take action.

The video is created by Big Block Live directors, Josh Ruben and Vincent Peone. The award-winning directing duo, known as Josh + Vince, were part of the founding content team for the CollegeHumor Originals. This video features unsuspecting fashion models invited to a commercial shoot for a “sexy” new brand. But when the shoot takes a surprising turn, the models squirm uncomfortably.

Beyond the Mother’s Day flowers and the brunches for the moms in our own lives, we want people to do something for mothers who are facing extreme challenges every day,” said Carolyn Miles, Save the Children President and CEO. “That’s why we set out to create a video that will not only grab people’s attention, but also get them to act. We know that talking about mothers and babies struggling to survive during war and disaster isn’t sexy. But that doesn’t mean we shouldn’t be doing something about it.”

Earlier this spring, Save the Children gained tremendous traction with its “Most Shocking Second A Day” video, which looked at the effects of the conflict in Syria on children. The dramatic video was released at the three year mark of the conflict and generated nearly 25 million views in the first week.

“We were humbled when Save the Children challenged us to create a unique vessel for delivering this important message; rarely do we have the honour of working in such a meaningful arena,” said the Big Block Live directors Josh Ruben and Vincent Peone in a joint statement. “There’s an unmatched satisfaction in creating something impactful that generates awareness. We were thrilled to lend our comedic sensibilities to the cause.”