The idea and two weeks of filming and "the making of" movie set me up for disappointment. The film is good, but I was expecting mindbogglingly great.

Agreed, this is really amusing for such a small joke. It's all in the execution. Reminds me of "whassup" in that I could easily picture this on a director's reel without a brand (yet) attached too it.

Yes, what tod.brody mentioned. But the thing that feels odd is that an ad agency does this, it smells of triyng to get good PR.

You are correct, I thought it was strange to hand out clothes instead of shelter. But now that you mention it, of course they are out all day in the cold too where a coat will surely help.