By John Glenday, Reporter

March 16, 2021 | 2 min read

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. Today, this catchy spot from Italian Down Syndrome organization CoorDown catches our attention.

Sting, of The Police fame, has helped mark World Down Syndrome Day with a new advert showcasing the ripple effects of inclusivity.

Devised by New York creative agency Small, the emotive piece draws on the vocal talent of Sting to deliver an up-tempo jazz-infused ode to a young bakery worker named Simone, who happens to have Down syndrome.

CoorDown has produced a relatable tale of virtuous recruitment in the form of Simone, who makes such an impression on her customers that one – a lawyer – goes on to himself recruit a man with Down syndrome.

Communicating the inspirational chain reactions that can improve everyday life, the heartfelt piece marries Sting’s evocative vocals with video direction by Rich Lee via Indiana to craft a modern-tale of uplifting acts.

More than just an exercise in sentimentality, the advert directs viewers to the Hiring Chain website, a platform dedicated to supporting and encouraging organizations to bring people with Down syndrome into the workplace.

The campaign has the support of LinkedIn, which has partnered with Hiring Chain to promote its aims.

Explaining the idea behind the message, Antonella Falugiani, president of CoorDown, said: “We want to invite everyone – companies, citizens, organizations – to give more job opportunities and to learn more about the benefits of inclusion. Work, for people with Down syndrome, is as important as it is for everyone. It is about ensuring a fundamental right that is also a human need, and is the same for every individual.”

Luca Lorenzini and Luca Pannese, executive creative directors at Small, added: “We grew up listening to Sting and The Police, and we’ll just let you imagine the excitement we felt when we heard his voice performing the song we wrote for CoorDown for the first time. We hope that his contribution can make the campaign more visible and can help give more and more job opportunities to people with Down syndrome.”

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