As any parent can attest, little kids can sometimes be big jerks. Some might even call them "pricks." At least, that's how Hollywood star Ryan Reynolds boldly refers to them—albeit in bleeped-out fashion—in SickKids Foundation's newest holiday fundraiser.
Developed by Reynolds' ad agency Maximum Effort, the new fundraiser is led by a one-minute and 45-second video running across major social channels. It marks the fifth year that the Canadian star (and his truly garish sweater) has partnered with SickKids Foundation.
Developed by Reynolds' ad agency Maximum Effort, the new fundraiser is led by a one-minute and 45-second video running across major social channels. It marks the fifth year that the Canadian star (and his truly garish sweater) has partnered with SickKids Foundation.
The video opens on scenes of kids being unrepentant jerks—screaming for no discernible reason during art time, unapologetically splatting mud on the (extremely patient) family dog, and causing bodily harm to dad during playtime.
The insight is that kids can't be their usual selves—jerky or otherwise—when they're battling serious illness, and SickKids needs donations to fund the care that can get them back to "normal," even if their normal can be hair-pullingly frustrating. It's a creative approach that was explored by Montreal Children's Hospital in its 2020 campaign "Little Brats," although the SickKids campaign really amps up the jerky behaviour.
As has become customary for Reynolds' work with SickKids over the past five years, this year's spot features celebrity support—with Toronto Maple Leafs star Auston Matthews making a return appearance, this time joined by crooner Michael Bublé.
The payoff is that the kids aren't at all happy to see either of them. One little girl sweeps her art supplies off the table and screams "I wanted Michael Bublé" after Matthews walks into the room, though when Bublé does show up, the same little girl screams "I wanted Anne Murray."
Upon being greeted by Reynolds, another kid tells Reynolds "You look so stupid in that sweater," inspiring him to happily inform viewers "It's working." Sharing the video with his 21.5 million followers on X today, Reynolds wrote "I love these little pr*cks."
The spot once again features real SickKids doctors and patients, and urges consumers to support the campaign at SickKidsSweaterLove.ca. The annual campaign has raised more than $2.3 million since 2018.
