The Stuff Your Stuff Can Do

Goodwill’s latest campaign looks less like a traditional ad and more like a series of micro-musicals directed by Emmy-winning actor and director Jane Lynch.

Created by Young & Laramore, “The Stuff Your Stuff Can Do” is a set of three musical vignettes centered on the things people donate as they move through different phases of life, from empty nesting to changing fashion choices. The campaign shows how Goodwill, a local non-profit, resells those items and uses the proceeds to help support community programs including jobs, housing, education and healthcare.

Lynch signed on to direct the work, but her role quickly grew into that of a creative collaborator. She helped shape the performances, choreography and heightened theatrical tone, including the shift from everyday reality into a brighter, more musical world.

“It was a pleasure to direct this campaign showing how Goodwill helps communities help each other—and how donating the stuff you no longer need can really make an impact in your neighbor’s life. And what better way to tell that story than through a bouncy little tune,” said Lynch.

Lynch also brought in her longtime musical director and collaborator Tony Guerrero to compose the original music. Guerrero, whose credits include work with Paul McCartney, Billy Idol, Slash, Brian Wilson, Disney’s High School Musical and Dick Van Dyke, has worked alongside Lynch for more than a decade, including as musical director for her touring cabaret show, See Jane Sing.

The micro-musicals center on an enthusiastic Goodwill employee who pops into everyday situations to sing about the unexpected good an item donation can do — from a porch goose helping someone finish school to a bean bag chair helping someone find a job. Some of the more unexpected items featured in the spots were inspired by real-life Goodwill items purchased by the creative team and their families.

Goodwill is targeting female donors 18-55 with a specific focus on the 24-35 age range because they donate the most items of any age group but also represent a key perception gap: they are among the most likely to view Goodwill as a for-profit company rather than a nonprofit.
“While everyone is familiar with Goodwill and the amazing shopping experience that has been built over the years, some still don’t understand what happens after they donate,” said Tom Denari, president and CEO of Young & Laramore. “This campaign reminds people that the things they no longer need can create opportunities for someone else in a way that’s entertaining and memorable. We were thrilled to have Jane Lynch on board to help bring these fun concepts to life.”
The campaign builds on Young & Laramore’s 30-year relationship with Goodwill, during which the agency has helped build the organization’s retail presence in Indiana.

For years, Young & Laramore has been helping us increase donations so we can do more good in the community. With ‘The Stuff Your Stuff Can Do,’ we’re taking that to the next level,” said Kent Kramer, President and CEO of Goodwill Legacy Group. “These songs will get stuck in your head, reminding folks of how much good they can do by dropping off household items they no longer need. Items like clothing, pots, pans and dishes, furniture or old lawn mowers. Donors will be amazed at the impact these items can make in their community.”

The work, produced by STORY, will initially run across central and southern Indiana and central Illinois on broadcast and cable TV, CTV, YouTube, Meta, TikTok, display and print, with the potential for other Goodwill regions to use the campaign later, subject to talent usage agreements.