Per the CreativityOnline blog, the advertising spot has a fairly simple message. Small girl is suffering from a debilitating illness that requires her to wear a breathing mask and wears a stormtrooper helmet to cover it up. Her classmates then dress like her (in identical stormtrooper helmets) to make her feel less different, in much the same way that real life classes of children have shaved their heads in support of their classmates suffering from cancer.
The spot takes us through a day in her life and we see her wearing the
big white mask in the classroom, eating breakfast, brushing her teeth,
riding her bike and holding dance-offs at home. Throughout, she draws
stares from passersby and her brother stands by loyally.
A new day begins and she's back at school, but this time, when she
enters the classroom, it's filled with fellow Stormtroopers. On seeing
them, she removes her mask, and the spot's heart-tugging surprise is
revealed. The spot was directed by Joel Limchoc out of Film Pabrika.
According to Brandie Tan, one of the ECDs on the campaign (now at
JWT), the campaign encourages consumers to #CreateCourage and post
pictures of themselves in a Stormtrooper helmet with that hashtag.
Some lucky participants will also earn a trip to the U.S.
The effort also asks consumers to donate to the Philippine General
Hospital Medical Foundation to help lift the spirits of the young
patients in its pediatric ward, similar to the film's partnership with
Duracell, which included a tie-up with Children's Miracle Network.