Grandma Ursula from Merge Mansion is raking up a mystery with the Oscar-winning Kathy Bates portraying her in the debut brand films from the puzzle game. The hit mobile puzzle game that has people buzzing about the characters behind the screen launched globally earlier this year and has close to 20 million downloads.
The very first live-action Merge Mansion brand campaign crafts a playful and suspicious tone as Grandma Ursula is determined to make her granddaughter Maddie’s search for answers as complicated and difficult as possible. Unique to the mobile game space, this brand is using an A-list celeb and prime broadcast and digital media to capture audiences and elevate to the likes of an entertainment franchise.
In this film Grandma Ursula isn’t where she appears to be, with the help of a decoy.
Jim Jenkins of O Positive directed the campaign for Wieden+Kennedy Portland.
Bates said, “Ursula and I fit like a pair of beloved old garden gloves! What a crazy grandma. I loved scurrying around the grand old house. So much fun working with the brilliant Jim Jenkins and Grace Rex who played my granddaughter—a very talented young actress.”
Credits
Client Metacore Games Oy/Merge Mansion Agency Wieden+Kennedy Portland Matt Sorrell, Jason Kreher, Katie Willis, Ryan Snyder, creative directors; Liam McKay, art director; will Curtis, Farha Chowdhury, copywriters; Orlee Tatarka, head of production; Ricara Stokes, executive producer; Nani Weinberg, film producer; Devin Brown, interactive producer; Mike Weihs, design director; Luke Wilhelmi, Hui Chen Ou Yang, Taylor Geick, designers; Scott Meisse, design producer; Indiana Matine, strategic planning. Production O Positive Jim Jenkins, director; Marc Grill, exec producer; Ralph Laucella, head of production; Sameet Patadia, production supervisor. Editorial Mackcut Gavin Cutler, editor; Brendan Hogan, assistant editor. Online Finish/VFX Yours Truly, KEVIN Tim Davies, executive creative director; Sue Troyan, sr. exec producer/partner; Andrew Cowderoy, VFX producer. Color Company 3 Dave Hussey, colorist; Mario Castro, sr. producer. Music New Math Music Jared Hunter, Kala Sherman, Dave Wittman, Ray Loewy, composers. Sound Design/Mix Field Day Noah Woodburn, sound designer, mixer; Leslie Carthy, exec producer. Graphics Yours Truly, KEVIN
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.
