Advertising doesn’t have to be crass. It doesn’t have to appeal to the lowest common denominator, or force someone to “click here” or “call now.” There is direct marketing and advertising techniques, true, but brands are also discovering the value of issue advocacy advertising, where a company aligns itself with a good cause, promotes it and reaps benefits from the positive halo results. That’s exactly what GM, through its GMC truck brand, is attempting to do with the #enlistme video ad. The ad is an amazing 360-degree film of two severely injured veterans skydiving, the point being to raise awareness about veterans and their need for smart homes and other lifestyle accouterments.

In other words, give a hero a chance and reap the rewards that come from active, loyal and brave warriors. At a time when veterans and their causes have been unfairly politicized, it’s nice to see a company make a simple statement about a real issue. Check out the video, and the cause, here and below: