Swedish ad campaign

This advertising campaign from Sweden uses mini TV "soap" episodes to advertise products and to challenge stereotypes:

Swedish supermarket chain, ICA "..... decided to promote tolerance by shaking up peoples mindset about people with (Down) syndrome. The background for these films is the project "we can do more" which has a goal to employ 1000 disabled people in the ICA stores around the country.

They hired actor Mats Melin, who has Down syndrome, to play "Jerry the trainee" in a series of ads.