During the MTV Video Music Awards last night, the American Legacy Foundation released this spot, part of its latest “truth” anti-smoking “Finish It” initiative.
“Unpaid” points out that selfies showing celebs smoking cigarettes is tantamount to “free marketing” for Big Tobacco. These images can then affect societal acceptance of and subsequent behavior around smoking and using tobacco products. Looking to counteract this is the agency behind the initiative, 72andSunny.
Client American Legacy Foundation Agency 72andSunny Glenn Cole, chief creative officer; Justin Hooper, Mick DiMaria, group creative director; Allbriton Robbins, lead designer; Beau Unruh, lead writer; Matt Jarvis, chief strategy officer; Matt Johnson, group strategy director; Ravi Khanna, sr. strategist; Josh Hughes, strategist; James Townsend, managing director; Judson Whigham, group brand director; Kristine Soto, Luke Lamson, brand directors; Tom Dunlap, chief production officer; Sam Baerwald, director of film production; Calleen Colburn, sr. film producer; Sabrina Bajaj, sr. art producer; Denise Knickerbocker, freelance art producer. Editorial 72andSunny Studio Scott Culver, sr. editor. VFX 72andSunny Studio. Post MPC LA, telecine. Audio Lime Rohan Young, mixer. Music “Throw It Down” by Dominique Young Unique. Anne Litt, music supervisor.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick. The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs. “I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years. Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system. “There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
