The film represents the world's population as consisting of 100 people. By doing this, the stage is set for hard-hitting comparisons to be drawn. For example: "20 people would have one or more televisions at home. 17 wouldn't even have a home".
Philosophie
By reducing the issue down to its lowest common denominator, there is no shying away from the fact that poverty is a wide-spread and diverse condition, albeit for the first time it is wihtin our reach to eradicate. The commercial refers to 20 of these 100 people who control 90% of the wold's wealth and the simple fact that these 20 people are the first generation that have the means to end poverty with 0.2% of their income. It is this tangible call to action that defines the commercial. As an individual you feel empowered, despite the enormity of the problem. This is the key to the communication.
Problem
From an individual point of view, the issue of poverty is too abstract to grasp in terms of how we as individuals can make a difference.