Fruit of the Loom understands there are some things parents just can’t prepare for. Like a giant energy portal materializing in your living room, or magic marker all over your freshly painted walls. Both those unlikely occurrences unfold in this spot in which kids’ imaginations run wild.
But not to worry–parents can still be prepared for back to school season thanks to Fruit of the Loom bonus packs which offer a few extra pairs of underwear…just in case.
Paul Mitchell of Elastic directed this spot, titled “Magic Marker,” for CP+B in Boulder, Colo., with VFX from a52, music from JSM and sound design by Machine Head.
Credits
Client Fruit of the Loom Agency CP+B, Boulder, Colo. Ralph Watson, VP, chief creative officer; KT Thayer, creative director; Sean Wright, sr. art director; Maria Snell, sr. copywriter; Jamie Slade, integrated producer, video; Madison Morris, content supervisor. Production Elastic, Santa Monica Paul Mitchell, director; Luke Colson, exec producer; Kelly Christensen, producer. Editorial Rock Paper Scissors, Los Angeles Austyn Daines, editor; Rana Martin, exec producer; Denice Hutton, producer. VFX a52, Santa Monica, Calif. Jesse Monsour, VFX supervisor; Manny Guizar, CG lead; Richard Hirst, Michael Vaglienty, 2D VFX artists; Phiphat Pinyosophon, Tom Briggs, Mike Bettinardi, Michael Cadenas, 3D artists; Cathy Shaw, roto; Gabe Sanchez, Flame assist; Meredith Cherniack, Michael Steinmann, producers; Patrick Nugent, Kim Christensen, EPs; Linda Carlson, Jennifer Sofio Hall, managing directors; Paul Yacono, colorist; Chris Riley, color assist; Jenny Bright, color producer. (Toolbox: Flame, Maya) Music JSM, New York Joel Simon, chief creative officer/composer; Nathan Kil, composer; Jeff Fiorello, exec producer; Norm Felker, producer. Audio Post Lime Studios, Santa Monica, Calif. Mark Meyuhas, mix engineer; Peter Lapinski, mix engineer assistant; Susie Boyajan, exec producer. Sound Design Machine Head, Los Angeles Kip Smedley, sound designer; Stephen Dewey, creative director; Patty Chow Dewey, exec 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.
