We need to redefine the very notion of what 'taking a risk' or 'being brave' actually constitutes. Indeed, you can argue that brands need to get things wrong from time to time in order to learn, a hypothesis brilliantly laid out by Tim Harford in his book 'Adapt - why success must begin with failure'.
This week I have been made aware of two PSAs. The first and the main subject of this article is from the Ontario Ministry Of Health and deals with that most maligned of habits - smoking - and in particular the somewhat unjustifiable modern trend of 'social smoking'. The second is a film from Serbia highlighting the effects of domestic violence.
It is, first and foremost, an adorable and well-made 90 seconds about a young boy waiting for Christmas, and more importantly why he's so impatient for this Christmas to come. It's the kind of adorable where you don't pronounce the "r". On dastardly capitalism's recent charge list, this ad is pretty low down.