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Why is this adorable child stuffing everything his family owns into trash bags?

Glad puts its charitable efforts front and center in this wordless, heartfelt piece from Omnicom’s Critical Mass. The indie band Ages and Ages’ single "Do the Right Thing" underscores the actions of a tween boy who puts his sports jersey, favorite treats and even his best friend’s hoodie into Glad trash bags for seemingly nefarious reasons—until the final twist. Directed by Big Block Films’ Jonathan Zames, the 90-second spot is part of a larger push to drive consumers to GladtoGive.com.