'Donate Life' and 'The Martin Agency' created an unexpected commercial to promote organ donation. When initially watching the ad, it's hard to figure out what it's all about. The first scenes introduce a man named 'Coleman Sweeney,' as an "asshole." The story of his life shows him doing disrespectful and inconsiderate things to all types of people all over his small town until he suddenly dies in a restaurant. The Donate Life commercial takes an emotional but humorous turn after his death when Coleman is turned from "asshole to hero" because he chose to be an organ donor on his driver's license. The audience is then introduced to all the lives he saved because of his choice.
The commercial keeps viewers hooked as they try to understand where the storyline is headed. The Martin Agency is able to tactfully mix humor and heartfelt stories to influence the American public to register to be a donor.