Buzzman tries an uncharitable approach to charity for Mondelez with ‘Hello Joy’

I’m struggling a bit with this one – it seems to be a charity initiative by snacks giant Mondelez supporting children in hospital, called ‘Hello Joy.’ The big day was last week although presumably the effort continues. It seems to involve quite expensive T-shirts.

But the ad from indie Paris agency Buzzman, featuring all sorts of indignities heaped on a happy, charitable person, is worth registering.

Could spring a surprise or two in the awards season (or the next one).