When a kid wants to wear the same thing to school every day, there's always a reason. And that reason is rarely something easy to put into words.
Is it comfort? Security? A desire to stand out—or hide in plain sight?
You'll find these questions spinning through your head as you try to unravel this touching ad from Globe Telecom in the Philippines, where the brand officially partnered with Rogue One: A Star Wars Story for a campaign called #CreateCourage.
The ad tells the story of a child going to school each day in a stormtrooper helmet, often escorted by a supportive older brother. But of course, I don't want to spoil the reveal, so give it a watch:
The brand is also building out the campaign online with a contest encouraging participants to create a Facebook or Twitter profile photo wearing a stormtrooper helmet. Globe additionally is helping drive donations for the renovation of Philippine General Hospital's pediatric ward.
Much of the ad's viewership has come from Star Wars fan hub Elite Geek on Facebook, where the video got 3.6 million views in its first 14 hours.