Lovable tough guy Danny Trejo shines a light on an unsung hero in a new campaign from DDB New York, for the Ad Council and the AARP.
In the ads, directed by Tim K out of Bullitt, Trejo is as invincible as ever as he sets himself aflame, knits chain mail and tats up his abs with a drill. But he's no match a bigger badass -- a "tougher than tough" male caregiver, who spends his days tending to the needs of his elderly father, without making a cent.
The spots intercut scenes of Trejo's hilarious daredevil moves with poignant moments of a middle-aged man feeding, shaving and lifting his dad. It then directs viewers to aarp.org/caregiving, where they can get advice on providing care to loved ones in need.
The campaign is meant to showcase the changing landscape of caregiving in the U.S. and highlight men's place within it. According to the campaign release, men represent 4 in 10 of the 16 million family caregivers in the U.S., yet many of them don't feel comfortable about it.
But from here on out, they should know Uncle Machete has got their back.