The Ad Council takes a daringly comedic approach in its latest campaign of PSAs focusing on suicide prevention; the campaign, by Droga5, is all about "seizing the awkward" moment to talk to a friend about their mental health.
In one spot, seen here, the "awkward" is personified by a guy in a brown turtleneck, who pops up at awkward moments, like between two friends on a couch or two lovers in bed, and urges them to "seize the awkward" and ask someone if they're OK.
Another aspect of the campaign revolves around influencers (seen all together in an anthem video) including Tyler Posey, Remi Cruz, Liza Koshy and Hannah Hart, who also act awkwardly, encouraging people to break an awkward silence with a friend. The videos direct viewers to a campaign website where they can find out more information.
Max Sherman at Anonymous Content directed the ads. The comedic approach seems somewhat at odds with the subject matter, but perhaps that will make them more memorable.