Many campaigns claim to be bold these days. This is the campaign by which to measure real boldness. It’s premise is grounded – when your feet feel good your brain feels good. YDM Thailand has turned that into a brilliantly madcap campaign for footwear brand, Gambol, that solves domestic violence, air pollution and corruption – problems as old as human existence.

The campaign, Dare to Step, consists of three absurd, satirical films set in Thailand 5 million years ago. The films were directed by Thai commercial director, Teerapol “Ae” Suneta. The campaign brings societal discomfort into the spotlight – using humour, heart – and a sandal. Each film confronts deeply rooted issues in Thai society through a world where everyone is still an ape, and silence has always been the norm. Until now.

In all three films, society is made up of primitive apes, living in a not-so-different version to modern Thailand. Just like today, when something goes wrong, no one dares to step up – until, out of nowhere, a pair of Gambol sandals falls from the sky like a gift from the gods. One ape puts them on. Instead of walking away, he throws his sandal to stop the problem and slaps some senses into those around him.

The campaign’s sign-off line, Dare to Step or Klar-Tae carries a clever double meaning in Thai. “Tae” means to step or touch upon—but it’s also the Thai word for sandal. It’s both a call to step into uncomfortable truths and to step into the very footwear that helps you stand your ground. The line turns a sandal into a symbol of courage – and an invitation to take a stand, even when no one else will.

“We didn’t want to make just another footwear ad,” stated Anuwat Nitipanont, Chief Creative Officer of YDM Thailand. “We wanted to use satire to expose truths and show that even something as simple as a sandal can become a symbol of change.”