This Daring PSA for Organ Donation Introduced the Jerk Everyone Came to Love

The Martin Agency earns Adweek Arc Award

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We come from different places, have our individual jobs, families, hobbies, charms, quirks and beliefs. But among the things we all have in common: everybody everywhere knows somebody who's a giant asshole.

That indelicate little fact of life made a PSA promoting organ donation one of the most successful ads of the past year, and probably one of the most daring pieces of marketing ever—beginning with its very racy title.

"The World's Biggest Asshole"—a nearly three-minute film created by The Martin Agency for client Donate Life, an organ donation advocacy group—tells the story of Coleman F.

AW+

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