A new campaign for Donate Life by advertising agency The Martin Agency finds the World’s Biggest Asshole, Coleman F. Sweeney, who made one heroic decision in his life.

Sweeney, played by actor Thomas Jane, holds the illustrious title of World’s Biggest Asshole. Being an asshole was natural to Sweeney but one decision makes him a hero. In the ad, he’s an asshole to animals, to children, to elderly, to women, to bottles, to everything.

“You could live your entire life as an asshole, but if you did one good thing, make that one good thing donating your organs when you’re no longer with us. The idea seemed pretty simple,” Wade Alger, group creative director for The Martin Agency, said.

“I think everyone knew it was the right way to talk to this group. The realization was that while I might not agree with the language in this, I’m not the target and therefore I can get over it,” Alger said.

CREDITS

Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
Copywriter: Wade Alger
Copywriter: David Vogeleer
Copywriter: Brig White
Copywriter: Miranda Morgan
Designer: Will Godwin
Senior Digital Producer: Jill McGrath
Broadcast Producer: Steve Humble
Managing Director, Account Management: Chris Mumford
Account Director: Audyn O’Rourke
Account Executive: Cori Kaylor
Account Executive: Carter Crenshaw
Production Business Manager: Karen Taylor
Group Project Management Supervisor: Danielle Cin

Production Company: Furlined
Director: Speck + Gordon
President/Executive Producer: Diane McArter
Senior Executive Producer: David Thorne
Executive Producer: Jay Wakefield
Line Producer: Greg Schultz
Director Of Photography: Jeff Cutter
Production Designer: Andrew Reznik

Editorial: Cut & Run
Editor: Graham Turner
Executive Producer, Editorial: Carr Schilling

Color & VFX: The Mill
Colorist: Adam Scott
Executive Producer, Color: Thatcher Peterson
Lead Flame Artist: Robin McGloin
Additional 2d Artist: Don Kim
VFX Producer: Jordan Sharon
VFX Supervisor: Tim Davies
Production Coordinator: Pat DeVaney

Sound Design: Lime Studios
Sound Designer: Jeff Malen
Executive Producer, Sound: Susie Boyajan

Music: Duotone
Managing Director: David Leinheardt
Executive Creative Directors: Jack Livesey & Peter Nashel
Executive Producer: Ross Hopman
Producer: Giovonni Lobato
Composed By: Coldplay
Arranged By:  Ross Hopman & Jordan Lieb
Performed By: Civil Brother

Starring:
As “Coleman Sweeney” – Thomas Jane
Voice Over by Will Arnett