As a large national charity, everybody knows the United Way. But, aside from their (largely outdated) staid corporate image, nobody seems to know what they actually do. Enter the Chief Explaining Officer, starring comedian and native Detroiter Keegan-Michael Key. As the new “CEO” of the United Way for Southeastern Michigan, he demonstrates the organization’s mission with intrigue, surprise and humor via a fully integrated campaign that makes the United Way brand approachable like never before.