文/ sciascia @顶尖文案topys
Salvation Army是一个以从事救助贫困、教育等为主的基督教慈善机构。为了鼓励更多人捐赠，他们提出了一个构想：“Ex-Valentine's Day”。
当一段恋情结束，家里总会存留一些勾起你不愉快回忆的前任男/女友的东西，通常大部分人选择就是通通扔掉，Salvation Army在此强调这些东西可能对其他人却有莫大的帮助， “Ex-Valentine's Day”因此而来，倡导大家捐赠前男/女友的物品以帮助需要的人。
广告一开始，拟人的领带就贱兮兮地一路跳一路唱，完全自我陶醉，高潮处却戛然而止，被女主恶狠狠地扔进了纸箱里。前松后紧的情节叙述，将这些企图挑逗你悲伤回忆的前男友物品以及女主悲愤的心情，渲染到恰到好处，博得同感与一笑的同时，捐助给别人确实是个不错的想法。
Advertising Agency: WMcCann, Sao Paulo, Brazil
Chief Creative Officer: Washington
Olivetto
Creative Director: Milton
Mastrocessario
Creatives: Carolina
Markowicz, Fabiano de
Queiroz
Media planning: Paula Marsilli, Viviane Vela, Kauê Guerrero, Fernanda Oya,
Giovanna Novaes
RTVC: Regina Knapp e Arlete Piccinini
Production Company: Vetor Zero Lobo
Film Director: Gabriel
Nóbrega
Director of Photography: Beto Hacker
Animation: Paulo Pássaro, D. Lee
Post Production: Felipe Seixas
Sound Production / Soundtrack: Zeeg
Operation director: Vera Dreckmann
Graphic Production: Marcelo Hack, Marcelo Pinto, Ricardo Rodrigues
Art Buyer: Ricardo Lívio, Zizi Damasco
Illustrator: Pict Estúdio
Web Production: Funn-Digital
Account Service: Maximiliano Lacerda, Roberta Julianelli, Ronald Alaby
Project Manager: Julia Soares
