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    The Ad Council, R/GA Affirm That “Love Leads” Hate In New “Love Has No Labels” PSA

    By SHOOTUpdated:No Comments2068 Views

    The Ad Council has released the latest iteration of its Emmy-Award winning “Love Has No Labels” campaign. With the backdrop of current division and escalating hate, the new creative developed pro bono by R/GA offers a more hopeful reality–one grounded in the idea that even in the most difficult times, love can triumph over hate. And in sheer numbers, it already has as reflected in this PSA titled “Love Leads,” which points out that while hate is loud and gets clicks, it collectively musters 308 million online mentions–compared to 2.3 billion for love.

    “Love Leads” attempts to reframe the conversation around hate to showcase the power of choosing love, which can have a profoundly positive ripple effect on a community.

    “The Love Has No Labels campaign platform continues to be a testament to the important work from the Ad Council,” said R/GA global chairman and chief creative officer Tiffany Rolfe. “Through the lens of our shared humanity, this latest PSA has never been more important–with hate constantly filling our social feeds–something our diverse team is unfortunately all too familiar with. It’s vital to remind all those affected by hate that there is an abundant amount of love out there. We are honored to continue this essential work with the Ad Council.”

    Credits

    Client The Ad Council Agency R/GA Tiffany Rolfe, global chairman & chief creative officer; Ari Halper, global executive creative director & head of creative excellence; JJ Lim, group creative director; Han Lin, group executive design director; Rowan Mansfield, Corey Thorn, Peter Toutant, Pawel Rokicki, Flavio Montiel, creative directors; Fabio Barros, Olivia Simone, associate creative directors; Colin Hodges, Andrey Ter-Grigorian, sr. creatives; Elizabeth Kenney, sr. designer; Jesse Sarfan, strategy director; Sunny Lee, associate strategy director; Jade Lutale, associate strategist; Katie Joyce, analyst; Jeff Skutnik, VP, executive production director; Ozzy Uzcategui, exec producer; Shakil Uddin, Erica Jensen, executive production directors; Leonardo Jesus, executive content producer; Pedro Coelho, Luanda Farinha, sr. content producers; Livia Massei, editor; Felipe Mahlem, creative director; Gustavo Tadini, Francisco Beraldo, Kenji Watanabe, animators. Editorial Cartel Nate Katz, Tony Wang, editors; Evyn Bruce, exec producer; Rocco Campanelli, producer. Music & Sound Machine  Matej Oreskovic, exec producer; Michalis Anthis, sr. sound designer & composer; Andi Lewis, sr. producer. Motion Design Transformer Emily Stave, producer. Color Grade House Post Connor Bailey, colorist.

     

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:R/GAThe Ad Council



    Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care

    Wednesday, November 20, 2024

    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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