The sale to end all sales

It’s a fact in the U.S. that historic and even terrible events eventually become routine holidays with barely remembered causes: Memorial Day, Veteran’s Day, etc. Taking this to its inevitable conclusion, a new spot for One Day’s Pay, a nonprofit seeking to establish Sept. 11 as a national day of service, is still jarring. Created by Cossette Post in New York, it uses the familiar cheesy music and graphics of a department store ad. A perky female voiceover states, “It’s our big Sept. 11 sale! Take 30-40 percent off every item throughout the store. Plus early birds take an additional 10 percent off!” The voiceover ends, “It’s one sale you don’t want to miss!” Just as jaws may begin to open in shock, however, Gary Sinese’ voiceover states the real tagline: “Let’s create a way to remember Sept. 11, before someone else does.” The ad directs NYC viewers to and those outside of New York to Definitely attention grabbing.

—Posted by Mae Anderson