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.
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.
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