Celebrities. We’ll pretty much do anything they tell us, whether it’s endorsing a product that we’re 99% sure they don’t even use or pioneering a questionable fashion trend, us mere mortals are helpless in the face of following suit – we cannot resist it. And that’s a powerful position to be in. So, what if even just one of our beloved icons happened to step down from their shining pedestals and offer up an honest, heart-felt plea? You’d be hard-pushed not to take notice.

Save The Day’s “Important” does just that. The new three-minute ad directed by Joss Whedon enlists the help of 27 famous faces to get a point across, harnessing the power of celebrity influence and riding it off into the sunset. Breaking the fourth wall in its entirety, they speak directly to the camera, each taking turns to deliver their message word by word and sentence by sentence.

But what could be of such groundbreaking importance that it requires the likes of Robert Downey Jr., Mark Ruffalo, and Julianne Moore to galvanize the masses into action?

After all, “you only get this many famous people together if the issue is one that truly matters to all of us: a disease, or ecological crisis…or a racist, abusive coward who could permanently damage the fabric of our society.”

Founded by Whedon in staunch support of Clinton, Save The Day has already donated roughly $1m to the Democratic candidate’s campaign. The first of 15-25 videos to be released between now and election day, “Important” is already making waves.

Though the ad doesn’t explicitly name Trump or even endorse his main opponent, it’s made incredibly clear on which side of the celebrities stand. Instead, they highlight in the simplest terms possible what is at stake. Indirectly referencing the formidable “common sense gun law” and “immigration” policies that Trump has built his campaign on, they implore voters to “end this nightmare before it begins” and “protect this country from fear and ignorance.”

During the 3 minute ad, the viewer is told repeatedly that they are important, that they can make a difference and that they can change the world. That’s pretty big talk coming from Neil Patrick Harris, Don Cheadle, and Scarlett Johansson. Who doesn’t want to have their worth confirmed and ego massaged over and over again by famous people?

When the rich and powerful fight for a cause via viral video, there’s a danger that things can teeter precariously on the edge of pious or preachy. “Important” effectively sidesteps this by dousing the public service announcement in genuine humor and wit. The ad revels in the actors’ perceived vanity, playing on celebrity personalities and industry in-jokes.

The resulting effect is positively heart warming. It humanizes these “golden gods” in a completely compelling and relatable way. It makes us feel like we’re having a joke with our mates down at the pub and for all intents and purposes, it makes us care. And how else do you grab a nation of fence-sitters firmly by the shoulders and shake them hard?

Well, there is one way. And unfortunately for Ruffalo, the plan B involves going the “full Marky,” whether he likes it or not.


Campaign: Important
Brand: Save the Day