Covenant House breaks new commercial
By Adnews Staff
Taxi of Toronto has developed a new television ad for Covenant House, a not-for-profit shelter for homeless youth based in Toronto. The ad is intended to help viewers identify with street kids and counter misconceptions about homelessness. "The aim of this ad is to put a human face on homeless youth," said Zak Mroueh, executive creative director at Taxi. "Every child comes into the world the same way and every child's future is unwritten. Our goal was to touch individuals emotionally and turn that emotion into a call to action." The ad, which is set to the Sarah McLachlan song "Answer," begins with a couple holding a newborn baby. The infant's face, wrapped in a blanket, then fades into the face of a teenager in a sleeping bag in an alley. The ad ends with the words, "Now you know where street kids come from."