This slice of life at a restaurant flips the norm, showing us a woman taking the initiative and about to propose marriage to a man–underscoring the value of Secret Stress-Tested for Women deodorant.
Titled “The Question,” this spot was conceived by a creative team at Wieden+Kennedy, Portland, Ore., and directed by Aoife McArdle via Anonymous Content.
Client Procter & Gamble/Secret Agency Wieden+Kennedy, Portland, Ore. Justine Armour, creative director/writer; Caio Lazurri, creative director; Johan Arlig, art director; Brooke Barker, copywriter; Jessica Staples, producer; Michael Holz, interactive strategy; Carly Presho-Dunne, social strategy; Angela Jones, strategic planning. Production Anonymous Content Aoife McArdle, director; SueEllen Clair, exec producer; Sally Campbell, exec producer (Somesuch); Christopher Gallagher, producer; Alexis Zabe, DP. Editorial Final Cut Paul Zucker, editor; Eric McCasline, exec post producer; Suzy Ramirez, head of production; Sarita White, producer. Visual Effects MPC Los Angeles Elexis Stern, exec producer; Ben Persons, shoot supervisor; Mark Gethin, colorist; Susanne Scharping, VFX lead; Sandra Ross, Vincent Blin, Warren Paleos, VFX; Kathleen Kirkman, designer. Music Marmoset Will Canzoneri, composer; Tim Shrout, producer. Sound Design Barking Owl Michael Anastasi, sound designer; Kelly Bayett, exec producer. Audio Post Lime Studios Sam Casas, mixer.
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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