Your daily dose of advertising awesomeness from around the world!

Today’s pick:

• Agency: ALMAP BBDO
• Location: Sao Paulo
• Client: Casa do Zezinho (educational foundation for needy kids)
• Name: “Help”
• Category: Film

Why I like it: (watch the ad first) Fantastic. The gritty, hidden-camera execution is quite inspired: just as you’re sensing that you’ve “seen this before” there comes a delightful twist that makes you smile and lean in closer. The notion of having “other ways to help children” is also quite different and empowering, which is key in breaking through the clutter of public service advertising. Yet what truly hits the mark here is the inspiring emotional appeal. Not guilt-inducing emotional appeal, which often works but leaves you feeling a little blue. Not horror-inducing emotional appeal, which often fails because you reject the message, if only to spare your overloaded senses. But the optimistic, almost uplifting emotional appeal of showing the…