Tangle-free hair and easy-drinking tequila aren’t the only things Paul Mitchell and Patron Spirits care about.  Hollywood-based Maneater Productions’ director Steven Lippman demonstrates how the two companies find selflessness inspiring in a new campaign for the web and broadcast, “What Inspires You?”, produced direct-to-client.  The campaign’s :30 broadcast spot features individuals defining themselves both by their work and their chosen charity, while each company’s affecting viral delves deeper into the specific organizations. Says Maneater director Steven Lippman, “It was an honor to participate in such authentic advertising.  We went through an exhaustive search to find people who were essentially the stars of their chosen charity.  Being in the presence of such selflessness was truly inspiring.”  Adds Maneater EP Jed James, “Steven’s gift of polish and storytelling allowed us to deliver a moving campaign in the end.  Working client-direct was also very rewarding for Maneater.” The Patron viral “What Inspires You?” opens on St. Bernard Project co-founder Liz McCartney explaining, “[St. Bernard Project] is a non-profit rebuilding organization in New Orleans, LA.  We’re called a project because hopefully one day soon they won’t need us anymore because we’ll work ourselves out of a job.”  We cut to images of the flooded city post-Katrina. Next we meet Grant Peterson of Smile Train, who explains the damages cleft lips have on a child’s physical and mental development.  His chosen organization provides inexpensive surgical procedures to fix cleft lips around the world.  We see a series of heart-wrenching photos of children suffering from the deformity. Finally, Ed Blinn, the Commercial Director of Ultimate Vodka and Patron Spirits, appears to discuss Action Against Hunger, a charity dedicated to fighting world hunger.  The viral concludes on each aforementioned philanthropist saying what inspires them—feeding people, rebuilding homes, changing a child’s life forever—and asking, “What inspires you?”  The question appears as a super, followed by the Patron Spirits logo to close out the video.