August is the month that Brazilian people celebrate Father’s Day. To mark the occasion, Sao Paulo-based agency Propeg created a touching TV commercial that portrays the real story of Cézar Sant’Anna, a father who celebrates Father's Day for the first time with his son.
With scenes complemented by the song “True Colors” (a version of the Cyndi Lauper’s hit), the movie produced by Vapt Filmes, Sao Paulo, highlights striking moments and the daily life of this relationship narrated by the son, who demonstrates all his love, admiration, gratitude and the things he finds most special in his father. In the end, a touching revelation: the most special thing is to know that his father gave birth to him.
The commercial created by Propeg for the Grupo Gay da Bahia–GGB, one of the oldest nonprofits in Brazil that defends LGBT public’s human rights–aims to show that love has no gender and the importance of people fighting for a world without prejudice. That’s the context that Cézar appears in the film, showing that, before being Cézar, he was Beatriz.
Client Grupo Gay de Bahia (GGB) Agency Propeg, Sao Paulo, Brazil Emerson Braga, chief creative officer; Fabiano Ribeiro, executive creation director; Bertone Balduino, Vitor Barros, creative direction; Luiz Celestino, head of art; Emerson Braga, Rafael Damy, Vitor Barros, Bertone Balduino, Vinicius Oliveira, Thiago Machado, creation; Juliana Leonelli, Tais Carvalho, radio/TV production. Production Company Vapt Filmes, Sao Paulo, Brazil Rafael Damy, direction; Barbara Aranega, assistant director; Bruno Tiezzi, Thiago Cauduro, cinematography; Edgard Soares, exec producer. Editorial Alan Porciuncula, editor. Audio Lira Musica, audio producer. Production Ana Paula Domingues, production coordination; Janaina Mesquita, production management; Marco Fiore, Sabrina Lippi, production assistants; Luiz Henriaque Pinto, Kelly Hayd, art direction; Patricia Di Giorgio, production of objects; Fernanda Gunutzman, costume designer; Miriam Kanno, makeup. Casting Vivi Simoes, Rodrigo Correira.
Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care
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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