Swearing for a good cause
The British agency MullenLowe is promoting the British Heart Foundation with an unconventional TV commercial—one that plays on the common stereotype that Brits swear a lot.
Brits like to swear a lot. And because it often sounds funny, no one is bothered by it. Billy, however, has obvious difficulties getting his family to swear. Despite the boy's pranks, his father, mother and sister are always able to stifle the dirty word at the last moment. The cursing jar - Billy's motivation - remains empty.
When the father finally slips out a bad word, Billy's honorable intentions become clear. He wants to donate the money he has collected to a heart foundation so that his grandfather, who suffers from vascular dementia, can get well again. A foul word goes a long way.
