Changing The Present


Perhaps one of the most bizarre campaigns I have ever worked on.

How do we get people to rethink gift-giving during the busiest advertising season of the year, the holidays?

Christmas season is a time, when people give presents that are entirely useless to folks who don’t need them. Changing The Present is a charity that wants to make the world a better place by getting people to give presents to their friends that make a difference in the lives of people in need.

For example: I am buying you a get-somebody-innocent-out-of-jail. Or: I am buying you a dinner for somebody else’s tummy.

We boiled our message down to one simple thought:


To break through, our ads had to defy the earnest, sappy and guilt-driven nature of charity advertising. We added a little humor parodying the classic Lexus and Diamond commercials. Just to get people to think differently about gift giving.

Eight years later, these ads are still running.