This ad for La Cocina VA is powerful in its simplicity and misdirect. The man is able to cook, perhaps even with the best of the chefs out there. But without that opportunity, he'll forever be stuck doing dishes.
La Cocina VA's mission, according to their website, "is to create opportunities using food as an agent of social and economic change, through feeding, educating and empowering the minds of our community." Helping someone realize their full potential sounds like an opportunity to me.
Note: this ad was originally spec to enter the Cannes Young Lions competition, but the client fell in love with the finished ad and has decided to run it for real.
Client: La Cocina VA
Agency: Grupo Gallegos, Huntington Beach, USA
Copywriter: Graham Davis
Art Director: Annick Hernandez
Composer: Carlos Reyes