Tomorrow is Major League Baseball’s Opening Day. The first time all 30 teams play on the same Opening Day. This Chevy spot reflects the optimism of “Opening Day in America,” deploying James Earl Jones’ speech from the movie Field of Dreams.
The narrative accompanies a collage of historical moments, sandlot heroes and the quiet moments parents share with their kids on baseball fields.
Jaci Judelson of production house Rakish directed for agency Commonwealth//McCann.
Client Chevy Agency Commonwealth//McCann Gary Pascoe, chief creative officer, North America; Duffy Patten, Bob Guisgand, executive creative directors; Dan Marvin, Dave Muller, creative directors; Paul Renusch, director of broadcast production; Kelly Balagna, executive producer; Rob Van, sr. producer. Production Company Rakish Jaci Judelson, director; Preston Garrett, Brad Johns, exec producers. Editorial Rock Paper Scissors Haines Hall, editor; Dre Krichevsky, head of production; Kevin Gottlieb, producer.
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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