While we’re on the McCann tip, forget about February 14. In Brazil, Ex-Valentine’s Day is April 18th. That means all those weepy single people will have another day to think about their lack of relationship success. For the recently broken-up, Ex-Valentine’s Day (a make-believe day concocted by the parties involved with this effort; Brazilian Valentine’s Day is actually June 12) is also a chance for catharsis (and presumably bad Portuguese chick flicks). The Salvation Army and Sao Paulo/Rio-based WMcCann want to jump in on the romantic purging, asking those who have mountains of useless junk from their exes still sitting around to donate.

With the tagline “Too bad it’s over. But since it’s over, donate,” you can practically feel the lack of sympathy in your bones. But, giving back after a breakup might turn the love karma in your favor. Probably not the most altruistic motives for donating to charity, but a resourceful (and potentially spiteful) way to recycle for those who are less fortunate. If your girlfriend left her favorite jeans in your apartment, you can give them away, and when she comes to reclaim her possessions, you can laugh in her face. Okay, I take back the love karma remark. This campaign will help reuse old goods, but it might actually be brilliantly sadistic. If love gods do exist, they might dislike you. Let’s hope Cupid has a good sense of humor.

Credits after the jump.

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Odd, but interesting turn of events as rival holding companies Omnicom and IPG earlier joined forces to create “Commonwealth,” which will now serve as global AOR for Chevrolet. Specifically, the Chevy business will be jointly handled by Goodby and McCann Erickson and based in Detroit. Guess our tip from yesterday afternoon stating verbatim that “GSP is going to win the Chevy business” was pretty spot-on.

GM’s VP, global CMO Joel Ewanick explains in a statement, saying, “This is the first time that two large marketing communications holding companies have come together to form a single company. Commonwealth will be based right here in Detroit, and its only focus will be on strengthening and growing Chevrolet into an iconic global brand.” The four creative execs at Commonwealth will consist of creative chairman/GS&P namesake Jeff Goodby, Washington Olivetto, McCann London/New York CCO Linus Karlsson and Prasoon Joshi.

We suppose the alignment of two major agencies, following a six-month review, shouldn’t be too far-fetched considering Goodby has been working on domestic advertising while McCann has handled a fair amount of global work. Responsibility for global efforts, according to the announce, will be transitioned by Commonwealth, save for China, India and Uzbekistan, which will continue handling regional efforts assigned to their specific agencies. We’ve been told China and India were not part of the RFP, though McCann has been leading the ad accounts for Chevrolet in said countries.

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