Droga5’s first national campaign for Quilted Northern deploys tongue-in-cheek humor. The toilet paper’s “Designed to be Forgotten” campaign breaks with six TV spots directed by Oscar nominee Bennett Miller (Foxcatcher, Capote) of production house Smuggler.
The commercials focus on the unfortunate predicaments that objects confront in the bathroom. These objects are stationary and thus trapped in a room with a clear view of the toilet. While people can come in and enjoy Quilted Northern–almost take the toilet paper for granted and not give it a second thought–decorative and other objects in the bathroom are filled with thoughts of what they are witnessing.
Daddy Gator is one such object. At the helm of a toy boat perched on the sink, Daddy Gator and his passenger son can go nowhere. We hear his thoughts about the plight facing him and his son.
Credits
Client Quilted Northern Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; David Gibson, Nathan Lennon, Mike Long, Alex Lea, creative directors; Molly Jamison, Eric Dennis, art directors/copywriters; SallyAnn Dale, chief creation officer; Ben Davies, head of broadcast production; Anders Hedberg, sr. broadcast producer; Jonny Bauer, global chief strategy officer; Matt Springate, group strategy director; Nick Maschmeyer, sr. strategist. Production Smuggler Bennett Miller, director; Patrick Milling Smith, Brian Carmody, Shannon Jones, exec producers; Suzie Greene Tedesco, producer; Adam Kimmel, DP. Editorial Exile Conor O’Neill, editor; Rex Lowry, assistant editor; CL Weaver, exec producer; Denice Hutton, producer. Postproduction Method NY/Atlanta Mike Wardner Glen Bennett, Jay Tilin, Flame artists; Jennifer Hargreaves, head of production; Natalie Wroble, producer. Music Adelphoi Jamie Masters, Andrew Sherriff, Ashley Bates, Stephen Patman, composers; Jonathan Watts, Lotte Bowser, producers.
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.
