"We had the best big game commercial planned for you tonight" David Van Elslander, vice president of Art Van Furniture and president of Art Van PureSleep says as the images from their previously planned ad are shown on the screen "but we decided today, while friends and family are gathered around the big game, there's something more important to talk about." By replacing the game ad with this, Art Van Furniture thank Michiganians in Detroit and Grand Rapids for their generous donations of 400 tons of bottled water to date in response to the water crisis in Flint, and announce that they're expanding their help efforts. They took :60 seconds of super bowl airtime to talk about this instead of their furniture.

"The incredible outpouring of help and extraordinary generosity of our guests during the water crisis in our home state has inspired us to do even more to help the families in Flint," said Van Elslander. "We've been making daily water deliveries to the city for weeks, and want every viewer to know that together, we will continue to make a big difference in the lives of those in need."

Since January, Art Van Furniture has been collecting bottled water at its stores in metro Detroit, Flint, Lansing and Grand Rapids. Beginning February 8, the Midwest's No. 1 furniture and mattress retailer will be accepting bottled water donations at each of its 100 locations throughout the Midwest as long as the need in Flint exists. The water is being distributed to residents in need through Flint-based Catholic Charities of Shiawassee and Genesee Counties

Client: Art Van

Comments (1)

  • Ant's picture
    Ant (not verified)

    Only a second? :(

    Feb 08, 2016

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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.