Grammy-winning artist Alanis Morissette and UScellular have come together for the brand’s biggest campaign to date, underscoring the irony of cellular phones–which ostensibly are designed to connect us but often serve to disconnect us from each other in real life.
Referencing Morissette’s hit song “Ironic,” this :60–from The Martin Agency, and directed by Dan Opsal of Hungry Man–shares the many ironies of modern-day phone usage. For instance, when a family is asked to observe a phone-free meal at a restaurant, a girl notes that the menu has to be accessed via smartphone.
However, the ultimate irony is a positive one–UScellular, a phone company, asking us to curtail phone usage, promote positive digital health and come together as people, refusing to be distracted by technology to the detriment of personal relationships.
Credits
Client UScellular Agency The Martin Agency Danny Robinson, CEO; Jerry Hoak, chief creative officer; Ashley Marshall, executive creative director; Allison Rude, group creative director; Elliot Nordstrom, Allie Nordstrom, creative directors; Elizabeth Daniel, sr. copywriter; Blair Seward, sr. art director; Marisa Perazzelli, strategy director; Allie Ballard, sr. strategist; Nicole Lederman, executive producer; Arielle Blais, sr. content producer. Production Company Hungry Man Dan Opsal, director; Kim Dellara, partner/exec producer; Franchesca McDowell, exec producer; Buzzy Cancilla, unit production manager; Christopher Hoggard, production supervisor; Eric Topp, 1st AD; Rob Topp, 2nd AD; Damian Acevedo, DP. Editorial Arcade Ali Mao, editor; Lucas Ferreira, assistant editor; Ellen Lavery, producer. Color Grade Royal Muster Roslyn Di Sisto, sr. colorist; Thatcher Peterson, exec producer; Diane Valera, producer. Post/VFX Shape and Light Cara Lehr, managing director; Jade Fuller, Michelle Andre, producers; Emily Irvine, creative director/Flame lead. Sound Sonic Union Rob Ballingall, mixer/sound designer; MK Valentino, exec producer; Gina Petrarca, producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
