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    Bullitt’s Tim K Directs Danny Trejo In AARP/Ad Council PSA From DDB NY

    By SHOOTUpdated:No Comments2856 Views

    In this PSA for the Ad Council and AARP, tough guy Danny Trejo pays homage to the toughest guy of all–the middle-aged male caregiver who looks after his father or as Trejo says, the guy who has the “crazy strength to life the man who raised him up.”

    Conceived by DDB NY and directed by Tim K of production house Bullitt, the spot is both humorous and touching as we see Trejo shaving with a machete, lifting a car with one hand and knitting a chain link scarf–images juxtaposed with the caregiver shown shaving, lifting and feeding his dad.
     
    As our population ages and family size shrinks, the face of caregiving in America is changing. While the “typical” family caregiver (providing unpaid care for an aging adult loved one) is a 49-year-old woman, today men represent 4 in 10 (16 million) unpaid family caregivers in the U.S. Many male caregivers say that they don’t feel comfortable discussing this aspect of their lives.
     
    The Ad Council and AARP are joining forces on their first ever PSA campaign designed specifically to address this largely unrecognized population. The ads demonstrate that caregiving is “tougher than tough,” and direct viewers to aarp.org/caregiving for practical tools and guides.

    Credits

    Client AARP/Ad Council Agency DDB New York Icaro Doria, chief creative officer; Lucas Panizza, executive creative director; Turan Tuluy, sr. copywriter; Mina Mikhael, sr. art director; Madison Wharton, chief production officer; Ed Zazzera, head of production; Chris Klein, executive producer. Production Bullitt Tim K, director; Todd Makurath, CEO/exec producer; Luke Ricci, exec producer; Jennifer Sprunger, head of production; Vincent Oster, line producer. Editorial Cut+Run Joel Miller, editor; David Belizario, assistant editor; Lauren Hertzberg, exec producer; Joanna Hall, sr. producer. Color The Mill Mikey Rossiter, colorist; Natalie Westerfield, producer.  VFX/Conform Jogger Joseph Grosso, Flame artist; Matthew Dolvin, assistant Flame artist; Wendy Gardner, producer. Music Felt Music Natalie Dickens, music director. Audio Post Duotone Audio Group Andy Green, audio engineer; Greg Tiefenbrun, exec producer.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:BullittDDB New YorkTim K



    Erich & Kallman, Directors Matias & Mathias Get Into The Super Bowl Ad Flow For Reese’s Chocolate Lava Big Cup

    Monday, February 3, 2025

    In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.

    As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”

    “There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”

    In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”

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