In a new video for Habitat for Humanity GTA (Greater Toronto Area), famed Canadian actor Alan Thicke of Growing Pains announces he is donating his bed to the home-building organization's ReStore. The slightly suggestive ad encourages people to get in on the auction action and "get into bed" with Alan Thicke.
Robin Thicke's father in real life showcases the many positive features of his bed, such as the headboard, footboard and frame. The whole thing except for the mattress will be donated to ReStore for an auction. The proceeds from this will go directly to Habitat for Humanity. ReStore is the charity's retail outlet, which sells used furniture.
Ad agency JWT Canada conceived the commercial and launched the surrounding campaign found at alanthickesbed.com.
Why This Trend Is Growing
- Celebrity Charity Auctions
- Opportunity for businesses to partner with celebrities to auction off personal items for charity.
- Donation-based Retail Outlets
- Disruptive innovation opportunity to create retail outlets that sell donated items to support charitable causes.
- Celebrity-backed Social Campaigns
- Businesses can explore partnerships with celebrities to create impactful social campaigns for non-profit organizations.
Industries Being Reshaped
- Non-profit Organizations
- Disruptive innovation opportunity for non-profit organizations to collaborate with celebrities on fundraising initiatives.
- Online Auction Platforms
- Opportunity for online auction platforms to facilitate celebrity auctions for charitable causes.
- Advertising and Marketing Agencies
- Opportunity for advertising and marketing agencies to develop creative campaigns that raise awareness and drive engagement for charitable initiatives.
