Two youngsters get out of school due to the death of their Uncle Edward. It turns out Uncle Edward has died six times this year–and the lad and lass don’t even have an Uncle Edward.
Rather their departed uncle is a ticket to family adventure as mom and dad pick the kids up at school and take off in their mid-size SUV Volkswagen Atlas.
Lance Acord of Park Pictures directed “Hooky” for Deutsch.
Client Volkswagen Agency Deutsch Pete Favat, chief creative officer, North America; Matt Sherman, Paul Oberlin, creative directors; Newt Cox, copywriter; Lisandro Ancewicz, art director; Diego de la Maza, director of integrated production; Carolyn Casey, executive integrated producer; Jake Burnett, integrated producer. Eryk Rich, SVP, music director; Chase Butters, music supervisor; Dez Davis, music producer. Production Park Pictures Lance Acord, director/DP; Jackie Bisbee, Scott Howard, exec producers; Caroline Kousidonis, Jason Groves, producers. Editorial Rock Paper Scissors Adam Pertofsky, editor; Derrick Monks, assistant editor; Rana Martin, exec producer; Janae Abraham, producer. Music Jacob Collier, composer/producer/performer. Telecine MPC Mark Gethin, colorist; Meghan Lang, exec producer; Rebecca Boorsma, producer. Postproduction a52 Matt Sousa, lead Flame artist; Kim Christensen, exec producer; Sarah Laborde, 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.
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