A music box rendition of “Ode to Joy” plays in the background. The camera focuses on a pretty little white house. A little girl walks out the front door, across the green lawn and down the street along the white picket fence. As she walks down the street you can see a long striped tail swinging out the back of her skirt. A startled mailman stops and stares nervously as she walks by. She sits alone at lunch and then on the see-saw in the schoolyard looking sad. She then goes to the San Francisco zoo and sees another girl with a tail there with her parents. The two girls with tails exchange shy smiles. The commercial concludes with “Are you one of us? San Francisco Zoo. Join zoomanity.”
Credits
Agency: BBDO West Jim Lesser, executive creative director/copywriter; Sakol Mongkolkasetarin, art director; Neil Levy, copywriter; Rob Sondik, supervising producer; Chad Garber, producer Production Company: Tool of North America Harry Cocciolo, director; Jennifer Siegel, Executive Producer; Amy DeLossa, Head of Production; Jeff Tanner, Producer; Mark Plummer, DP. Editorial: Nomad Editorial Company Ben Longland, editor; Susye Melega, executive producer; Nicole Steele, producer Postproduction: Teak Motion Visuals,Complete Post | Creative Services Hollywood Mark Everson, online editor,Sparkle, colorist Music: Emoto Paul Bessenbacher, composer Audio: One Union Recording Studios Eric Eckstein, Joaby Deal, audio post mixers
Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care
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.
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