Commercials Are Fake

From flawless influencers to aggressively smiling faces in commercials, people are seemingly living their best lives everywhere we look. But it’s all manufactured. Too often it feels easier to go through life with a painted on a smile rather than deal with our true feelings. With the help of comedian Paul Scheer, ICG produced a campaign that shattered the expected look, tone, and structure of common commercials with relatable realities that never make the script. This campaign, which featured a Super Bowl commercial, urges viewers to drop the facade, get real and reach out for help.