This Musical Masterpiece With Dancing Dad Bods Is Actually an Organ Donation Campaign

Mother NY courts baby boomers

Headshot of Katie Richards

If you've ever wanted to see a bunch of older men and women dancing around, proudly displaying their mom and dad bods, all set to a catchy tune about said bods, your moment has arrived. A new campaign from Mother New York for Organize, an online organ-donation registry, takes precisely that approach in an effort to encourage more people to become organ donors.

"The Mom and Dad Bods Anthem" targets men and women over 45 because, as the video shows, while the number of young people registering as organ donors continues to rise, the numbers among older people are considerably lower. According to Organize, only 10 percent of people over the age of 50 are registered organ donors, mainly because they think their organs are no longer viable or healthy enough for donation.

Mother NY figured the best way to tackle the issue wasn't to preach about it or use scare tactics, but instead to use song, dance and dad bods galore. The spot opens with a motivational speaker getting ready to "talk about your body." The charismatic speaker goes on to talk about how much he loves mature bodies, for a number of reasons but most importantly because they are capable of saving lives but aren't doing their part.

"I'm wondering if these rad bods haven't been inspired," the narrator says. That's when things get weird. Side note: Get ready to see a lot of mature bodies.

The agency landed on the idea for a music video in hopes of making the topic of organ donation seem more palatable.

"The first stage of the process was a really, really deep understanding of the problem and finding a cool, different and respective angle to start a conversation in a way that hasn't been done before," said Jose Funegra, Mother NY creative director. "Hopefully people feel excited about it." 

Jenna Arnold, co-founder of Organize, added, "While organ donation can be a heavy topic and one that should be taken seriously, it's also helpful to remind parents that their bodies are still useful in a comical way." 

A big part of the campaign is aimed at encouraging millennials to have open conversations with their parents and discuss what their end-of-life wishes are. In order to encourage these kinds of conversations, Organize enlisted a number of famous families, including Kelly and Ozzy Osbourne and Alan and Carter Thicke. Starting today, each of those families will start conversations on Twitter among themselves to discuss the new campaign.


@ktjrichards Katie Richards is a staff writer for Adweek.