Three Irish men walk into a bar… it used to be four

Concern Worldwide, an international humanitarian organisation has launched a new 90-second film called Stingy Ol’ Fella. The film produced by Stink is part of a new Legacy campaign that asks people to remember Concern in their Will.

This was their first TV ad on the subject of legacies, and one of the first in the Irish market, so needed to find the right balance of messaging. Concern chose to re-think the typical DRTV approach. 

In efforts to move away from a more typical ‘Direct Response’ approach, they briefed independent creative agency Don’t Panic to build out a new creative strategy and TV ad that utilised emotional storytelling to increase brand awareness and illustrate impact around legacy giving. This resulted in a standout and thought-provoking legacy film that connects their mission to end hunger with their supporter’s values, ultimately aiming to show potential legacy givers that, though climate change might be the reality for future generations, with their legacy we can build a future without hunger.

The film features three seasoned Irish actors who joke about their mate “Donal” and how tight he was. Like many mates in a pub, their banter is infectious as they lovingly jest about Donal’s stingy approach to life. “So tight he squeaked when he walked,” one of them jokes. This feel-good factor is then punctuated by a moment of reflection as we notice the empty chair and the fact their mate Donal is no longer with us. The three friends then toast their friend who was “stingy in life but generous in death”. The film transitions to the important work that Concern does around the world to combat extreme poverty and hunger as it’s revealed that “stingy” Donal left money to Concern in his Will. A generous final act that could help many people around the world.