Created via agency Amazon XCM, directed by Lisa Gunning of Imperial Woodpecker, and edited by Union’s Andrea MacArthur, “Woman’s World–Mother’s Day” affirms what we have always known: this is indeed a woman’s world.
Against the odds, the women of the all-female delivery stations of India blaze a trail for other women to follow. Owned by women, run by women, these stations provide a source of financial independence, once reserved only for the men of India. A clever assist by the James Brown classic makes the spot for Amazon even more memorable.
Credits
Client Amazon Agency Amazon XCM Jo Shoesmith, worldwide executive creative director; Tom Pettus, group creative director; David Lord, Joe Godard, creative directors; Josh Batchelder, sr. art director; Vanessa MacAdam, Paul Lewis, sr. producers; Tiffany Carley, creative program manager. Production Imperial Woodpecker Lisa Gunning, director; Molly Manning Walker, DP; Charlie Cocuzza, exec producer; Terri Shafirov, producer. Editorial Union Editorial Andrea MacArthur, editor; Nadine Mueller, sr. cutting assistant; Michael Raimondi, managing partner; Dani DuHadway, editorial head of production; Haydee Robles, editorial producer. Telecine Untold Studios Sam Cornwell, exec producer. Post/VFX Hunter VFX Evan Guidera, VFX artist; Logan Aries, exec producer. Sound Design/Audio Post Hunter Milos Zivkovic, sound designer & mixer; Logan Aries, audio post 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.
