It takes 7 seconds to build a prejudice based on someone’s appearance, so they invited 6 strangers to see each other in a different light by putting them in a dark room…
The moment we see someone for the first time, we always make calculations based on their appearance. If it’s someone with tattoos, we immediately jump to a conclusion that they may be troubled person, even if they are the best doctors in the country.
One reason why we judge by appearance is to protect ourselves. Since prehistoric times we’ve built mechanisms to stay away from danger and the ones who are potential danger to us. But times are changing nowadays. Wearing a hoodie doesn’t mean that you are going to steal something, or having a tattooed arm doesn’t make you trouble. We see all over the news that people who look “suspicious” are the ones that catch the eyes of the policemen.
In this campaign ad the ‘seeing’ part is missing. They invited six strangers to sit in a dark room together. One-by-one they share their stories with each other. When the lights come on, they are shocked beyond belief.
Their reactions are proof that “judging a book by its cover” is never a good idea!