Hill Holliday New York has created a campaign for the Partnership for a Drug-Free America (PDFA), the centerpiece of which consists of dual TV spots/webisodes shot in a tongue-in-cheek, how-to home video style. Directed by Kevin Samuels of Space Program, L.A., the work features the character “Patsy,” a well-intentioned mom who shows us lame ways to try to be vigilant over children in the name of drug use prevention or cessation.
For example in “Labels,” Patsy tells us that use of prescription drugs is increasing among youngsters. So to solve this problem in her household, she has removed labels from all the prescription bottles in her family medicine cabinet. Her bewildered husband asks her if the bottle he’s holding contains his hormone pills or hers. She doesn’t know. A super against a dark background then appears, which simply reads, “Don’t be a Patsy and advises parents “to learn a better way at Drugfree.org,” a PDFA website.
In “Pat Down,” Patsy shows us a sly way to check if your kids have drugs in their possession. She asks her daughter for a hug, at which point the mom’s hands are all over her child, patting her down for drugs as a cop would pat down a suspected criminal for weapons.
The “Patsy” campaign includes four :30 and two :15 TV spots and five “webisodes” for YouTube. They drive traffic to the PDFA’s parent resources at drugfree.org to deliver on the “learn a better way” promise. The Hill Holliday TV/webisode team included exec creative director/copywriter Alon Shoval, creative director Arnie Presiado, writers Tom Jackson and Ward Williams, art directors Jarard Isler and Howard Herrarte and exec producer Matthew Anderson.
The DP was Martin Linss. Editor was Owen Plotkin of The Now Corp, New York….
SCHOFIELD DIRECTORS DIVERSIFY
Directors at New York boutique Schofield Films are extending their reach beyond spotmaking as helmers Judy Starkman and Gilly Barnes have been selected for segments of the CNN Heroes project. This will mark Barnes’ second production for Heroes. Meanwhile Schofield Films’ director David Anderson, best known for cel and stop motion animation used in concert with live action, has seen his animated short Tongue of the Hidden get chosen for this year’s Austin Film Festival. Anderson also anticipates traveling with the film to Iran this winter. Anderson teamed with Iranian born calligrapher Jila Peacock on Tongue of the Hidden, which brings the works of 13th century Persian metaphysical poet Hafez to life….
PEOPLE IN THE NEWS Jenny Gadd has returned to her native Sweden to become exec producer/managing director at Stockholm-based digital agency North Kingdom, which has such notable web campaigns to its credit as the ’07 Cannes Gold Lion winning “Get The Glass” for the California Milk Processors Advisory Board. Gadd initially moved from Sweden to the U.S. in ’96 with the creative duo Paul Malmstrom and Linus Karlsson (co-founders of Mother N.Y.) to work at Fallon. After seven years producing there, she jumped over to the production house side as an EP at Believe Media and later Thomas Thomas Films….Cut+Run has named James Tomkinson, formerly of Partizan, as its U.K. managing director. In this key role, Tomkinson will oversee all projects and lead company management. Editorial house Cut+Run maintains shops in London and Santa Monica, with a new N.Y. operation in the offing…..
