The kids are alright

Capturing a vibrant teenage attitude and verve, National Citizen Service gives the youth center stage as they take on the challenges of growing up and facing down their parents, bosses, and peers.

From social unrest to exploring the wilderness, No We Can encourages young people to stand up for themselves when faced with criticisms, nay-sayers, and even traditional gender structures. Full of bright visuals and characters that come off the screen with only a few seconds of introduction, Karmarama worked with teenagers to make sure that the intended audience for the ad remained at the core of the creative process.

The exaggerated effects of the fast-paced commercial respond well to the attitude of the young actors. There are very few adults shown and they quickly disappear or are muted. Teenagers and youth, their power, energy, and decisions, are at the heart of the ad, an exceptionally clear reflection of a nonprofit that strives to empower youth through summer programs and education opportunities.

The rallying cry of “no, we can” is expressed repeatedly in the face of an older generation that tends to categorize millennials and Gen-Z youth as lazy, unprepared, or unready to take responsibility or action. Using bright colors and a poppy soundtrack, Finn Keenan directs a fun and inspiring spot, giving teenagers the vocabulary to assert themselves confidently.