Disability charity Scope has released an online spoof of the iconic Levi’s Laundrette advert – relocating the action to a suburban charity shop, and casting disabled model Jack Eyers as its star.
The advert, based on the 1985 original, shows model Eyers stripping to his boxers in a Scope charity shop, before donating his clothes to its stunned volunteers and staff.
The ad has been released online ahead of Scope’s Great Donate summer stock appeal, which launches today (Tuesday 1 July).
Alongside the online advert, Jack will also appear on posters for the appeal in Scope’s 230 high-street charity shops.
Scope hope that the appeal will encourage the public to donate clothes and accessories they no longer need to its shops. Research commissioned by Scope found that 94% of women and 89% of men admit to having anything from one to more than fifteen items of unworn clothing in their wardrobes.
Volunteers at the charity are urging the public to help them reach their target of one million donated items of clothing and accessories by the end of July. Funds raised by the appeal will support Scope’s work with disabled children, adults and their families.
Scope also hopes that the use of a disabled model will challenge attitudes to disability. The film follows Scope recent End The Awkward ads, featuring comedian Alex Brooker, which have been viewed more than a million times.
Model, actor and personal trainer Jack, 25, was born with a rare condition that meant that his right leg didn’t grow, and according to Jack was effectively a ‘dead weight’. He decided to have it amputated at the age of 16.
He has previously appeared in adverts for Barclays, and modelled for boohoo.com. Jack also performed at the opening ceremony of the London Paralympic Games, swinging on a rope 35 metres above the stadium.
Jack Eyers says:
“In the advert, I play a guy who has taken a sign in a charity shop window appealing for clothes a little bit too literally!
“I really hope that the film encourages people to get behind Scope’s Great Donate appeal. Scope shops really need your support to help get one million donated items by the end of July.
“It was great to be picked by Scope to front this campaign. We need more disabled people included in advertising campaigns, and to be more visible in all walks of public life, if attitudes towards disability are going to change for the better.”
The advert also sees Scope volunteer Maureen and charity shop manager Cathy make their acting debuts.
Cathy, who manages the West Hampstead shop where the ad was filmed and also has a spot in the ad said:
“It was strange the shop being taken over by a film crew and a hunky model for the day but I’m not complaining.
“Money raised by our shops supports thousands of disabled people and their families who need a bit of extra support to get on in life. But we need your help – so please drop off the things you no longer need to your local Scope shop this July!”
Volunteer Maureen, who is steaming clothes in the film before she is distracted by Jack’s strip said:
“I was really nervous about being in the ad but it was a really good laugh.
“But me and all the volunteers want to ask you that if you’re donating your clothes to Scope, please do put them in a bag at home first before you bring them in, fully clothed!”
On average, each bag of donated goods helps Scope raise about £20. Funds raised by the shops go towards running its national helpline for disabled people and their families in need of information and support, and community-based support for parents who have found out their child is disabled.
Visit www.scope.org.uk/strip to watch the Great Donate ‘Strip for Scope’ advert and for details of your nearest Scope shop.
Scope works with disabled people, of all ages and their families, across England and Wales. We offer practical, everyday support and deliver campaigns that can change lives. Our vision is a world where disabled people have the same opportunities as everyone else. Together we can create a better society. www.scope.org.uk