“Want” aims to de-stigmatize mental health issues, especially for men: using gentle humour and a misdirect to highlight an authentic and vulnerable performance, it normalizes seeking help through therapy.

The ad begins with a man being asked by an off-camera person about what he wants. From there, the man details things that he hopes for. HIs smile fades as he digs into deeply emotional subject matter. After that vulnerable moment, the person in the room with him, who is revealed to be his friend, clarifies, “I mean, what do you want … to eat?” His friend finishes the call for food delivery as the man looks at the camera.