Six Australian celebrity chefs munch greedily on hearty chocolate-chip cookies, declaring, "I'm in biscuit heaven," "It's just so satisfying," or, "This plain-looking biscuit is the greatest thing I've ever eaten in my life." Eventually, even Sesame Street's Cookie Monster joins in the fun.
But as delicious as the treats look, the spot by Cummins & Partners isn't advertising the latest snack. The cookies are so enjoyable because they are the reward offered to every Australian after giving blood. The Red Cross Blood Service hopes the ad will persuade more donors to give blood, eat cookies, and save three lives while they are at it.
Ben Couzens, Cummins & Partners' executive creative director, said in a statement, "We're using the biscuit to tell Australians that giving blood feels good. Highlighting the humble biscuit makes the act of giving blood seem heroic, yet simple and everyday."