Thomas Jane Plays the 'World's Biggest Asshole' in This Very Surprising Film

Campaign by Donate Life Is Aimed at Millennials

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Black comedy might not seem like the obvious place to start when encouraging organ donation, but a new campaign from Donate Life from The Martin Agency takes this route and does it brilliantly.

A short film features "The World's Biggest Asshole," a guy named Coleman F. Sweeney, who's portrayed to sleazy perfection by actor Thomas Jane. As we watch him go about his daily business of being obnoxious, which includes giving small kids cigarettes, stealing other people's laundry and being mean to animals, children and disabled people, a voiceover (by actor Will Arnett ) explains how everyone in his small town knew he was an asshole.

However, the film is building up to a twist: after his untimely death while arguing over a diner meal, Sweeney, his waitress discovers on his license that he's signed to be an organ donor. His parts go on to save the lives of a diverse group of good people -- including a kindergarten teacher and a veteran -- and the final scene shows them all at his graveside paying tribute to him.

The film ends with the words: "Even an asshole can save a life."

Impeccably directed by Speck and Gordon via Furlined, the film will run online, with OOH work running in select markets. The campaign also features a mural.

The strategy behind the campaign is to reframe a conversation most people want to ignore in order to motivate people to sign up to become an organ donor. Donate Life has seen a drop in millennials signing the paperwork to agree to be an organ donor in recent years. According to the organization, 120,000 men, women & children are awaiting organ donation in the U.S. right now. The campaign is designed to act as a wakeup call that will reinforce how easy saving a life can be, while pointing out that almost anyone can do it -- even a total jerk.

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About

Credits
Date
Aug 04, 2016
Agency:
The Martin Agency
Client:
Donate Life
Client Chief Executive Officer:
David Flemming
Senior Communications and Data Coordinator:
Hillary Czarda
Chief Creative Officer:
Joe Alexander
Copywriter:
Wade Alger
Copywriter:
David Vogeleer
Copywriter:
Brig White
Copywriter:
Miranda Morgan
Designer:
Will Godwin
Senior Digital Producer:
Jill McGrath
Broadcast Producer:
Steve Humble
Account Managing Director:
Chris Mumford
Account Director:
Audyn O'Rourke
Account Executive:
Cori Kaylor
Account Executive:
Carter Crenshaw
Production Business Manager:
Karen Taylor
Group Project Manager Supervisor:
Danielle Cin
Production Company:
Furlined
Director:
Speck and Gordon
Executive Producer:
Speck and Gordon
President/Executive Producer:
Diane McArter
Senior Executive Producer:
David Thorne
Line Producer:
Greg Schultz
Director of Photography:
Jeff Cutter
Production Designer:
Andrew Reznik
Editorial:
Cut & Run
Editor:
Graham Turner
Editorial Executive Producer:
Carr Schilling
Color/VFX:
The Mill
Colorist:
Adam Scott
Executive Color Producer:
Thatcher Peterson
Lead Flame Artist:
Robin McGloin
Additional 2D:
Don Kim
VFX Producer:
Jordan Sharon
VFX Supervisor:
Tim Davies
Production Coordinator:
Pat DeVaney
Sound Design:
Lime Studios
Sound Designer:
Jeff Malen
Executive Producer (Sound):
Susie Boyajan
Music:
Duotone
Managing Director:
David Leinheardt
Executive Creative Director:
Jack Livesey
Executive Creative Director:
Peter Nashel
Executive Producer:
Ross Hopman
Producer:
Giovonni Lobato
Composer:
Coldplay
Arrangement:
Ross Hopman
Arrangement:
Jordan Lieb
Performed by:
Civil Brother
Starring:
Thomas Jane
Voice Over:
Will Arnett

See more credits

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