In this Ad Council/Truth Initiative PSA, director Malik Sayeed of production house Little Minx tells us Amy’s story for ad agency Haymaker.
Amy shares with us her tale of opioid addiction, which began when she had knee surgery. Doctors kept giving her Vicodin and she was hooked as we learn that opioid dependence can happen just after days.
We then see how far Amy will go to get a prescription as she unclicks her seat belt and delibertely crashes her car.
Client Ad Council/Truth Initiative Agency Haymaker Jay Kamath, founder, chief creative officer; Matt Johnson, founder, chief strategy officer; Andrew Tucci, executive producer; Kimberly Ong, designer. Production Little Minx Malik Sayeed, director/DP; Rhea Scott, Helen Hollien, exec producers. Editorial Arcade Paul Martinez, editor; Pete Dandrea, assistant editor; Damian Stevens, exec producer; Adam Parker, producer. VFX Timber Jillian Lynes, VFX producer; Kevin Lau, designer.
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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