Created by BBDO New York and directed by Jess Coulter of O Positive, this PSA for the American Red Cross shows that while time is precious, we frequently spend it on low priority activities. Titled “You’ve Got Time,” the spot departs from the emotional storytelling norm of the American Red Cross, and deploys in a good-natured way a catchy new song and a touch of humor to show people that everyone has time to make a potentially lifesaving change–in this case to volunteer time for the installation of smoke alarms to protect people and communities from fire danger.

More people die every year from home fires than all natural disasters combined. Smoke alarms can cut the risk of death in half, yet many households still lack working smoke alarms. That’s why the American Red Cross is rallying thousands of volunteers to install 50,000 free smoke alarms nationwide during its Sound the Alarm events in May. This PSA helps us realize that we have the time to volunteer for something so important.

Credits

Client American Red Cross Agency BBDO New York David Lubars, chief creative director, worldwide; Greg Hahn, chief creative officer, NY (at the time this work was originally conceived back in 2020; he is now CCO at Mischief@No Fixed Address); Roberto Danino, SVP, creative director; Mariana Oliveira, Sei Rey Ho, associate creative directors/art directors; Joaquin Salim, associate creative director/copywriter; David Rolfe, head of integrated production (at the time this work was originally done; he is now global head of production, WPP and Hogarth); Sofia Handler, VP, executive producer; Jason Guzman, producer; Julia Millison, music producer. Production O Positive Jess Coulter, director; Eric Steelberg, DP; Jason Reda, line producer; Ralph Laucella, Marc Grill, exec producers. Editorial MackCut Nick Divers, editor; Brandon Isralasky, assistant editor; Gina Pagano, producer. Post/VFX There Studios Conform/Finish There Studios Leslie Sorrentino, exec producer; Richard Shelgren, producer; Elliot Jobe, creative director; Matthew Rappaport, compositor. Telecine Company 3 Sofie Borup, colorist; Alexandra Lubrano, producer. Sound MackCut Sam Shaffer, engineer. Music Walker

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