Though it was produced a year ago, this American Heart Association spot just recently debuted on air. The reality is that even if the public service message, titled “Godleski,” were held for 20 years, it would still play as a poignant, touching piece of communication that registers with viewers on a most personal, heartfelt level.
We open on a woman telling us about her children. She’s seated at a table, across which are spread assorted family photos. She holds up one of the pictures, a black-and-white three shot in which she is with her young son and daughter.
“This is my daughter Laura, and John,” she relates.
The spot then cuts to Laura, a happy healthy little girl in her bedroom. “Laura is John’s big sister,” continues the mom.
We then return to the mother at the table. She holds up a Christmas card, which looks like a mini-frame which is designed to house a family photo. The mom tells us she’s going to put a picture in her Xmas greeting cards. She then shows us the photo–of little John. Then she notes that the message to go with the cute snapshot is the same which “we put on his grave marker: ‘His love and laughter brightened our world. Peace to our sweet boy.'”
A super reads, “Heart disease is the number two killer of children.”
We then get a fleeting glimpse of an abandoned bicycle with training wheels. A voiceover relates, “Learn and live. Contact the American Heart Association today.” An end tag contains a phone number and Web site address ( www.americanheart.org).
“Godleski” is the surname of the family; the mom is Christi Godleski. This poignant piece of documentary storytelling was directed by the directorial team of Chris Riess and Amy Hill, a.k.a. Riess/Hill, who are now with Santa Monica-headquartered GARTNER. At the time they helmed this spot, the helming duo was with bicoastal Anonymous Content.
The PSA is part of a real-people campaign from Campbell Ewald, Warren, Mich. In fact, one of those spots, which premiered last year and was also directed by Riess/Hill, made SHOOT‘s “The Best Work You May Never See” gallery in 2004; it told the story of young twin brothers–one healthy, the other stricken with heart disease.
The Campbell Ewald creative ensemble consisted of senior VP/creative director Jon Stewart, chief creative officer Bill Ludwig, art directors Michelle Potter and Rob Dey, copywriter Jason Danielewicz and producer Matt Duggan.
Dave Morrison executive produced for Anonymous Content, with Steve Fredriksz serving as producer. Riess also was the DP on the spot.
Editors were Terry King and Michele Ballard of STS Editorial, Southfield, Mich. Online editor was Richard Newton of GTN, Oak Park, Mich. Colorist was GTN’s Rick Unger. Audio engineer was Jeremy Schemm, also of GTN.