Deutsch LA teamed with director Eric Kaufman of Steelhead on this video that shines a light on single mothers who play the role of both parents. We see people share their real, personal, heartfelt stories about being raised by a single mom, ultimately tying in with the Angel Soft brand’s new narrative and tagline, “Be Soft, Be Strong.”
The video is aptly titled, Happy Father’s Day, Mom.
Viewers are also encouraged to share their personal story about mom on Father’s Day, using the hashtag #HappyFathersDayMom.
Credits
Client Angel Soft Agency Deutsch LA Pete Favat, chief creative officer, North America; Karen Costello, Juan Oubina, executive creative directors; Melissa Langston-Wood, Jorge Ortega, associate creative directors; Vic Palumbo, director of integrated production; Rachel Seitel, executive integrated producer; Win Bates, integrated producer; Justin Polk, associate integrated producer; Dave Rocco, music director; Janet Shih, digital strategist. Production Steelhead, Los Angeles Eric Kaufman, director; Ted Markovic, exec producer; Matt Johnson, producer; Melissa Verdugo, line producer. Editorial Steelhead Morgan Griswold, editor; Ted Markovic, exec producer; Simone Gurren, producer. Post Company 3 Stefan Sonnenfeld, colorist; Rhubie Jovanov, exec producer. Post/VFX Steelhead Jason Porter, broadcast motion design director; Ted Markovic, exec producer. Music Elias Arts Track: “Father’s Day” Vincenzo LoRusso, executive creative director; Michael Goldstein, creative director; Vicki Ordeshook, exec producer; Katie Overcash, head of production. Audio Post Steelhead Chase Butters, mixer; Ted Markovic, 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.
