Models' Awkward Moments Caught on Camera During "Sexy" Commercial Shoot

Save the Children asks fashion models to do the impossible

Media Contacts
Eileen Burke, Save the Children, 203.221.4233

Mary Crosse, Big Block Live, 646.790.1521


NEW YORK, NY. (May 6, 2014) — Save the Children and Big Block Live take an unconventional approach to a serious subject in their Mother’s Day video, “The Most Important ‘Sexy’ Model Video Ever”, released today. The revealing video uses sex appeal to expose the pressing needs of mothers in war-torn countries and urge social media users to take action.

Created by Big Block Live directors, Josh Ruben and Vincent Peone, the award-winning directing duo known as Josh + Vince, who were part of the founding content team for the CollegeHumor Originals, “The Most Important ‘Sexy’ Model Video Ever” features unsuspecting fashion models invited to a commercial shoot for a “sexy” new brand. But when the shoot takes a surprising turn, the models squirm uncomfortably.

“Beyond the Mother’s Day flowers and the brunches for the moms in our own lives, we want people to do something for mothers who are facing extreme challenges every day,” said Carolyn Miles, Save the Children president and CEO. “That’s why we set out to create a video that will not only grab people’s attention, but also get them to act. We know that talking about mothers and babies struggling to survive during war and disaster isn’t sexy. But that doesn’t mean we shouldn’t be doing something about it.”

Earlier this spring, Save the Children gained tremendous traction with its “Most Shocking Second A Day” video which looked at the effects of the conflict in Syria on children. The dramatic video, produced by Don't Panic, was released at the three year mark of the conflict and generated nearly 25 million views in the first week.

We were humbled when Save the Children challenged us to create a unique vessel for delivering this important message; rarely do we have the honor of working in such a meaningful arena,” said the Big Block Live directors Josh Ruben and Vincent Peone in a joint statement. “There's an unmatched satisfaction in creating something impactful that generates awareness. We were thrilled to lend our comedic sensibilities to the cause.

Save the Children gives children in the United States and around the world a healthy start, the opportunity to learn and protect from harm. We invest in childhood-- every day, in times of crisis and for our future. Follow us on Twitter and Facebook.

Big Block Live , a division of Big Block Entertainment, specializes in branded content, live action production and design for commercials, broadcast, interactive and mobile platforms. The New York-based studio also serves as a local interface for Big Block Design Group/ BBDG in Santa Monica.

Big Block Live’s directors famously come from the Internet, where they have won huge social media followings; modern storytellers deftly combining offbeat humor and the spirit of the zeitgeist with professional production values. Their live action forays into branded content are highly entertaining and highly shared.

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