In PSAs created by Arnold Worldwide, Boston, directed by Joshua Seftel of Redtree Productions, Boston, and broadcast by Comcast, viewers will get the chance to see the good being done by the young volunteers of City Year who dedicate a year to community and country as tutors, mentors and role models who transform children’s lives.
The spots feature City Year corps members–17-to-24 year-olds from diverse backgrounds–in meaningful moments that convey the powerful impact they have as young people engaged in citizen service. Each PSA carries the City Year tagline “give a year. change the world.”
The centerpiece “Anthem” spot shows the volunteers decked out in their red City Year jackets, juxtaposed with stock footage of historic figures who have been faces of positive change, including Mahatma Gandhi, Dr. Martin Luther King, Cesar Chavez and Mother Theresa. A young volunteer declares, “I am change and this is what I wear.” We see a group of youngsters in unison zip up their red City Year jackets. And then the camera shows the back of that jacket, carrying the City Year logo. The website address cityyear.org also appears.
“The more you learn about City Year, the more you are inspired by the energy, passion and optimism that shine through everything they do,” said Arnold creative director Brian Hayes. “We hope these new ads convey this and motivate more young people to get involved in the program.”
The ads will be broadcast nationwide by Comcast, a City Year corporate partner. Part of its three-year, $27 million commitment to City Year is the donation of airtime that will show the PSAs nearly 2,400 times on Comcast networks.
Seftel brought his documentary chops to the campaign, chronicling the work of City Year volunteers. The DP was Giorgio Scali.
The Arnold team included CCO Pete Favat, creative director/copywriter Hayes, creative director/art director Andi Bird, art director Chris Geraghty, copywriter Matt Kaiser, producer Chris Perry and assistant producer Reaghan Puleo.
Editor was Shondra Burke of Red Tree. Post facility was Brickyard VFX, Boston.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More