Scope takes on Levi's with online campaign promoting 'Great Donate' appeal
Disability charity Scope has drawn inspiration from Levi’s iconic Laundrette to promote its ‘Great Donate’ summer stock appeal launching tomorrow (Tuesday 1 July).
Taking on the role made famous by Nick Kamen in the 1985 original is disabled model Jack Eyers who stuns charity workers in the ad by stripping down to his boxers to donate his clothes to the appeal.
“I play a guy who has taken a sign in a charity shop window appealing for clothes a little bit too literally,” explained Eyers.
“I really hope that the film encourages people to get behind Scope’s Great Donate appeal. Scope shops really need your support to help get one million donated items by the end of July.”
In addition to the online advert, Eyers will also appear in posters for the appeal in all 230 Scope stores.
The charity hopes that by using a disabled model the creative will challenge attitudes towards disability and follows the ‘End the Awkward’ ads fronted by comedian Alex Brooker which were released by Scope earlier in the year.
“It was great to be picked by Scope to front this campaign. We need more disabled people included in advertising campaigns, and to be more visible in all walks of public life, if attitudes towards disability are going to change for the better,” added Eyre.
Making their acting debut and joining Eyre in the ad are real-life Scope volunteer Maureen and charity shop manager Cathy who runs the West Hampstead shop where the ad was filmed.