Samir Mallal of Smuggler directed this spot, which is the first in Dell’s “Future Ready” campaign out of Y&R New York and VML NY.
Titled “Beat Again,” the ad tells a touching story, set in the not-too-distant future, of how technology–from networking to cloud storage to predictive analytics software–can lead to the perfect organ donor match for a young girl with a heart defect.
Client Dell Agency Y&R New York Jim Othmer, global creative director; Yuni Son, art director; Tom Jackson, copywriter; Bobby Jacques, sr. content producer. VML New York Hunter Eshelman, creative director. Production Smuggler Samir Mallal, director; Chris Soos, DP; Drew Santasiero, exec producer; John Benet, producer. VFX Framestore Derek Macleod-Veilleux, exec producer; Raul Ortego, creative director/VFX supervisor; Nate Diehl, 3D supervisor; Akira Thompson, Zack Lyndon, Mark Lopez, design; Hieu Phan, Thomas Smith, Ricky Weissman, Denis Kozyres, 2D; Russell Miller, James Dick, Kwan An, Patrick Ross, Tucker Prisco, Seth Gollub, 3D. Editorial Cutters NY Steve Bell, editor; Elizabeth Krajewski, exec producer; Julia Pepe, producer; Casey Swoyer, assistant editor. Post Company 3 Tom Poole, colorist. Audio Sound Lounge Tom Jucarone, mixer.
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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