Victor Garcia of MJZ directed this PSA which takes us on the journey of a plastic bottle as it is kicked and pushed about the cityscape, backwoods, varied types of terrain. This bottle, though, has a dream which is conveyed in a female voiceover.
“They said I couldn’t dream,” she says. “Called me a piece of trash and swore that’s all I’d ever be. They said a bottle couldn’t see the ocean. Give up. Go back to the dumpster.”
Indeed things look hopeless as the bottle is booted and blown about, seemingly on a road to nowhere–that is until it ends up at the foot of a blue recycling bin. A human hand comes by, picks up the bottle and throws it into the bin.
Next, we see that the bottle’s dream has come true as it has been recycled into a bench looking over the seashore.
A parting super reads, “Give your garbage another life.”
Indeed the average American produces 4.4 pounds of trash a day–and only 35 percent is recycled. “Journey” is part of a new campaign designed to increase that number with an “I Want to be Recycled” tagline that tells the story from the point of view of the trash itself.
Agency is Pereira & O’Dell.
DGA Spot Nominees: Lance Acord, Kim Gehrig, Tim Heidecker & Eric Wareheim, Andreas Nilsson, Ivan Zacharias
This year’s field of nominees for the Directors Guild of America (DGA) Award recognizing Outstanding Directorial Achievement in Commercials consists of a filmmaker who’s won the honor each of the last two years, another past winner, a five-time nominee, a helmer who’s just picked up his second career nod, and a duo garnering their very first Guild nomination. The latter is the directorial team of Tim Heidecker & Eric Wareheim of production house PRETTYBIRD. The director now going for her third consecutive DGA Award win is Kim Gehrig of Somesuch. The other past winner is Andreas Nilsson of Biscuit Filmworks. Nilsson won the honor in 2016 and now has three career nominations. Lance Acord of Park Pictures just earned his fifth career DGA Award nomination in the commercials category--his four prior nods coming in 2004, 2012, 2013 and 2017. And scoring his second career DGA nod is Ivan Zacharias of SMUGGLER who was previously nominated in 2023. The work Gehrig earned her third straight nomination on the strength of three entries: SiriusXM’s “A Life in Sound” for agency Uncommon; Nike’s “Am I A Bad Person?” for Wieden+Kennedy, and the Apple client-direct spot titled “Find Your Friends.” Nilsson’s latest nomination came for Hennessy’s “Board Game” out of Wieden+Kennedy London; Andrex’s “First Office Poo” for FCB London; the client-direct Apple spot “One More”; and Virgin Media’s “Whizzer” for VCCP London. Acord’s fifth career nod is for Volkswagen’s “An American Love Story” out of agency Johannes Leonardo. Zacharias’ second career nomination is for Apple’s “Flock” out of TBWAMedia Arts Lab. And the duo of Tim Heidecker and Eric Wareheim nabbed their first... Read More