The client’s agency seized an opportunity and acted to continue a conversation sparked by a competitor. The social media/world wide web was abuzz. The competitor's ad has already become little more than a parody of itself. People were mocking the suggestion in the ad of being possessed by a blind mania for working yourself into the ground, buying more stuff. Many were taken aback by the suggestion that only American's work hard and people in other countries are lazy. We didn't see eye-to-eye with our competitor about this. We wanted to be champions an entirely different message.

We did it quickly. From script to finish in a week. The agency found a real-life passionate environmentalist, aptly named Pashon, and took scenes from her real life -- her dirt yard, a restaurant customer (from which she collects scraps), and a real urban loft and parking lot – to contrast with the rich and opulent home and scenes from the competitor’s spot. The production team created a shot-by-shot parody of the original to drive home the counterpoint.

The One Tank Adventure racked up over 10 million views and overall media impressions for the campaign reached 1.6 billion.