Several teens appear on camera reading caring, positive messages.
We are then informed via a super that these messages are real posts left on teens’ social media.
However, a subsequent super reveals that these encouraging, inspiring, confidence-building messages were all sent to teens after they committed suicide as a result of being bullied.
The PSA ends with the reminder, “Be nice. Now.”
Bryan Reisberg directed the PSA, titled “Too Late,” for Deutsch New York as part of a campaign for Champions Against Bullying, a long-standing international nonprofit dedicated to “creating a society where every child has the opportunity to develop, learn and thrive in an environment without fear.
The creative is designed to not only raise awareness of the problem but also to empower people to do something about bullying.
Credits
Client Champions Against Bullying Agency Deutsch New York Kerry Keenan, chief creative officer; Karyn Pascoe, group creative director; Jeff Vinick, executive creative director; Austin Hamilton, Brian Alexander, copywriters; Jessica Giles, Katrina Mustakas, art director; Joe Calabrese, director of integrated production; Andrea Curtin, executive producer; Joe Pernice, producer; Jeremy Gelade, Clara Kim, project managers. Production Bryan Reisberg, director; Tim Wu, DP; Andrea Curtin, exec producer; Joe Pernice, producer. (Shot at Regis High School, NY) Editorial Cosmo Street, NY Stephane Dumonceau, editor; Ramon DeSouza, Anne Lai, assistant editors. Post Deutsch Editorial/Mr. Ed Gary Tam, colorist. Music Eugene Micofsky, composer. Audio Post Your Theory Music, New Brunswick, NJ Jeremy Cimino, engineer; Jason Milstein, dialogue mixer.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
