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.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
