CLIENT
Viacom/Henry J. Kaiser Family Foundation/Know HIV/AIDS.
PRODUCTION CO.
Believe Media, bicoastal/international.
Anders Hallberg, director; Martin Ahlgren, DP; Luke Thornton, Liz Silver and Jenny Gadd, executive producers; Jon Dino, producer. Shot on location in New York and Brookyn, N.Y.
AGENCY
Crispin Porter+Bogusky, Miami.
Alex Bogusky, executive creative director; Dave Schiff, associate creative director; David Rolfe, executive producer; Jessica Dierauer, producer; Kat Morris, art director; Ronny Northrop, copywriter.
EDITORIAL
Mad River Post, New York.
Stephane Dumonceau, editor; Lisa Mogol, assistant editor; Haley Lagerfeld, producer.
POST
Smoke & Mirrors, New York.
Nick Tanner, online editor.
Company 3, New York.
Billy Gabor, colorist.
AUDIO POST
Sound Lounge, New York.
Paul Weiss, mixer.
THE SPOTS
Two :30 PSAs continue the "Know HIV/AIDS" initiative and feature hip-hop artist Common. In "Messenger," a woman rides her bicycle, slowing shifting back and forth as she pedals over rain-drenched streets. Common states, "It’s a beautiful thing the way the two of them sing about knowing." The camera shows a close-up of a small bandage on her arm. "It’s like freedom rings, strong the bond became. They both felt good about knowing." A male rider joins the woman, and they smile and link pinkies. "Somehow their love felt more pure, like it was sure to endure. And now they were secure about knowing." The lovers look into each other’s eyes as the spoken word piece concludes, "It’s like a gift from the sky. Free they both can fly. And look each other in the eye, now knowing." The spot ends with the tagline, "Knowing is beautiful." "Bus" features a man meeting his girl at a bus stop. Common sits behind him on the bus and shares his poetic words with the viewer.
Spots broke Nov. 15.