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Ad Council PSAs don't get much better than this one from Campbell Ewald and Tool director Sean Ehringer. It would spoil things to reveal what's going on, so just watch. Matt Lauer is pretty great in this mischievous role, part of a weeklong series in which the Today anchors are all engaging with social issues that are important to them.
Mark Simon, chief creative officer of Campbell Ewald, has this to say about the Lauer PSA:
Over a span of two weeks, we generated at least 40 different ideas, from Matt re-creating the Red Bull space jump ("too dangerous") to Matt appearing on air after his kids accidently drew on his face with permanent marker ("too permanent").
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