Yumi: When first degree advertising works

See? Simple, clean and effective. Sometimes the solution is in front of your eyes but as a "creative" you actually try to make it so convoluted it ends up... well, surrealistic? But here's an ad that really works. Yumi restaurant (probably a fusion between yummy and a Japanese word) which sells - blimey! - sushi is offering 10% of your bill in support of the Red Cross on Sunday.
Sushi? Check. Red Cross? Check. Return on investment? Check. You won't go to Cannes Lions with this, but you might invite a few friends from the agency for a Japanese dinner on Sunday to discuss your Cannes strategy. Count me out, sushi never hooked me!