RICHMOND, Va. — Coleman Sweeney’s a good guy. Really, he is.
Not the fictional Coleman Sweeney depicted in the new, edgy, obscenity-titled marketing campaign by The Martin Agency for Richmond-based Donate Life America: the urinating-while-driving, women’s-bathroom-polluting, trick-or-treat-stealing “World’s Biggest A**hole” referred to in the campaign’s title.
That’s the Coleman Sweeney that people will get to know through the online video released to the world this week. Ideally, those people will include millennials, men specifically: the target audience for the organ donation advocacy group’s campaign.
But the real Coleman Sweeney – the character’s namesake – is actually an associate broadcast producer at The Martin Agency. And he’s the opposite of his cigar-smoking on-screen counterpart, promised Wade Alger, a creative director at Martin and one of four co-writers on the campaign.
“He was kind enough to lend us his name,” Alger acknowledged at a launch party at The Broadberry this week. “Coleman, if you’re (reading this), I promise you’re a great guy, you’re amazing, and you’re nothing like the guy that we portrayed in this thing.”
“It just was a great name, and he knew it was a great cause and it would make a difference. That’s why he allowed us to use his name,” he said.