PSAs are sad, guilt-ridden and increasingly overplayed. However, a PSA glorifying an asshole to promote positive action is a bit more uncommon. “The World’s Biggest Asshole”; a two-minute film introducing Coleman Sweeney, played by Thomas Jane and narrated by Will Arnett. Coleman throws bottles of piss from trucks, steals panties from the laundromat and shows zero respect for anyone. But when Coleman dies, he goes from asshole to hero all because we learn that Coleman was an organ donor. “The World’s Biggest Asshole” was viewed more than 60 million times in the first two weeks alone. During this time donor registrations went from 149 people/day to 1,022 people per day, a 698% increase! As for the specific demographics, millennial registrations were up 698% in this time period and millennial men in particular were up 215%. In the 4 weeks after-launch, more than 30,000 total donors were added to the registry and the video had been shared over 980,000 times. In sum, a generation of donors with the potential impact on 840,000 lives was registered. This film did more than generate new potential donors, it has reshaped what a PSA can become.