Nestle's Brazilian chocolate brand Nescau is highlighting plastic pollution in a new film that contrasts the 20-year journey of a young boy with that of a plastic straw.
The ad, by Ogilvy Brazil, is titled "Teodoro" and uses a split-screen technique; on the left, we see the boy Teodoro growing up over the course of 20 years. His appearance changes as he goes through life's milestones from baby to young man. (According to the agency, the spot was cast deliberately looking for actors with many photos from various stages of their life, from childhood to adulthood.) On the other side of the screen, a plastic straw descends into the sea and embeds itself in a piece of coral—and there it sits for 20 years, until Teodoro removes it.
The spot highlights the fact that Nescau is switching over to 100% paper straws. The campaign is part of a wider sustainability initiative by the brand, under the name "Joga Junto" (playing together), which has also included a partnership with the Tamar Project, which works to preserve endangered sea turtles.
“We realized that we, humans, have been changing all the time, while the plastic straw remains the same," said Marcio Fritzen, executive creative director of Ogilvy Brazil, in a statement. "It keeps immutable, and if it were thrown away in the wrong place, it would have a huge consequence to the environment. We had this big insight for the film. That’s why we end the commercial with a bold invitation: with each straw we can change the world."