Poverty is more expensive than you think

This startling, unflinching ad for Norwegian non-profit Kirkens Bymisjon feels fresh and young, and then quickly takes a turn that leaves you questioning the context of the entire ad. 

With a startling revelation about halfway through the ad, which at first seems like Gen Z tips on fashion, the focus quickly shifts to poverty, and how students hide it. The tips are no longer a matter of taste but of survival. With muted, fuzzy coloring and focus, the piece feels visceral and real. 

Directed by Marc Reisbig, Get More For Less is a fantastic example of burying the lede within a premise, then revealing it with a flourish and a look of glee. The anonymity of the people surrounding those affected by poverty is very well done, and production company Bacon has expertly and deliberately paced the piece.