Faggots. Apes. Muslims. Immigrants.

Words change our perception and that is what this film is about.

We open on an elderly man driving home through his city on the streets he's know since he was a small boy. Things have changed now and he contemplates just how much. At first, he seems extremely prejudice and angry at everyone - using labels such as the ones above. However, as the story rewinds we hear exactly the same thoughts again. Only one thing has changed. The labels are replaced with neutral humane words (like 'boys' and 'family'), which entirely changes our perception of him and of how he sees the surroundings. Thus, underlining the message of the campaign: Don't label.