“Nice is something you say, whereas Kind is something you do. If we had to sum it up, we’d say this: Nice is passive, but kind is active.” This phrase is from the newest commercial campaign of snack bar company, “Kind.”
‘Kind’ partnered with Academy Award winner, Emmanuel Lubezki, who is part Mexican, to spread a message of support towards the most vulnerable of people. In the commercial, one of the volunteers says, “We are not trying to tell people to cross or not to cross, we’re trying to do what we can to stop people from dying.”
Lubezki is known for his technique in using natural lighting for films like Birdman, The Revenant, and more. Natural landscapes, sunsets, sunrises, and backlit sun are among the contrasts one can appreciate in the video.
You can see the sun reflecting off of the faces of the volunteers and the shadows of the borders that cause a mix of emotions for those who attempt to cross the border. “I was struck not just by the incredible courage but also by the tremendous empathy that these volunteers had, going out of their way to protect the well-being of fellow human beings they may never meet,” said Lubezki for Kind’s website.
The Jewish-Mexican cinematographer wanted to make sure those who watch the video see the faces of the immigrants when they’re reading the loving messages written in Spanish on each jug of water. The harmonious atmosphere blends perfectly with the music to create a feeling of empathy.
The campaign is also having a contest where three winners will receive $25,000 to donate to a charity of their choice. All they have to do is submit a written essay, photo, or video that interprets the difference between “nice” and “kind.”
Immigrants who try to cross the border face the possibility of dehydration, heat strokes, and hypothermia from the desert’s unforgiving weather.
This article was inspired by Latina // Emmanuel Lubezki’s Works on Tear-Inducing Commercial About Immigrants Crossing the Desert