The ad explains the Red mission, how it works to help buy and
distribute anti-viral medications to AIDS victims in Africa, and urges consumers to "Choose Red." It features portraits of everyday people reciting a manifesto that appears on the Red Web site. "As
first-world consumers, we have tremendous power," they say. "What we collectively choose to buy or not to buy can change the course of life and history on this planet."
The spot does not specifically mention Red's brand partners, such as American Express, Converse, Gap and Motorola, but informs viewers that they have a choice with Red credit cards, phones, shoes and fashion brands.
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