Matt Damon lectures us about taps. It's so easy for us to command water at any time, not so easy for people in faraway lands where people can walk up to six hours a day just to get fresh water. Matt isn't selling beer, despite the branded glass, he's selling the glass itself. You see, if you buy the chalice, if only 1% of the people watching would buy one, Stella Artois could help 1 million people get clear water for 5 years.

Ad agency: Mother
Client: Anheuser-Busch InBev

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.