Director AG Rojas of Park Pictures speeds through the emotional journey of a joy ride in this Audi :60 “Tear Drop” out of Venables Bell & Partners.
The spot follows the tumultuous trajectory of a single tear fallen from the eye of a man at the wheel of an Audi RS 7. The soprano trills of an operatic aria are heard as the droplet slips from his eye, out the driver’s side window and speeds towards the rear of the accelerating vehicle. The tear drop is propelled off the vehicle by the spoiler, gracefully careening through the air before splattering on a highway road sign, shifting back to the driver speeding on.
Credits
Client Audi of America Agency Venables Bell & Partners Paul Venables, chairman; Will McGinness, creative director; Matt Miller, Matt Keats, associate creative directors; Rich North, sr. art director; Ryan Hoercher, sr. copywriter Craig Allen, director of integrated production; Hannah Murray, executive producer. Production Park Pictures AG Rojas, director; Jackie Kelman Bisbee, Mary Ann Marino, exec producers; Anne Bobroff, head of production; Peter Vitale, producer; Andre Chemetoff, DP. Editorial Final Cut Jeff Buchanan, editor; Suzy Ramirez, exec producer. VFX The Mill James Allen, VFX/lead Flame artist; Ben Sposato, sr. VFX producer.
Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.
