Noam Murro of Biscuit Filmworks tells this story of two high-performance automobiles: a trapped SEAT race car that longs for the freedom of the open road; and the new SEAT Leon CUPRA which enjoys that pleasure, available to the public and able to travel everywhere.
Indeed, by sharp contrast, the race car is confined to the same monotonous loop of the track, day after day, in all sorts of weather–and then locked up in a garage night after night.
Conceived by a creative ensemble at Droga5 London, this :90 spot titled “A Race Car Set Free” will run in Europe and Mexico in cinemas, online and at motor shows, including Geneva where it launches this week.
Credits
Client SEAT/SEAT Leon CUPRA Agency Droga5 London David Kolbusz, chief creative officer; Rick Dodds, Steve Howell, executive creative directors; Dan Morris, Teddy Souter, copywriters; Charlene Chandrasekaran, Frazer Price, art directors; Haider Muhdi, sr. designer; Chris Watling, head of production; Goldie Robbens, producer; Toto Ellis, head of strategy. Production Biscuit Filmworks Noam Murro, director; Jan Richter Friis, DP; Charlotte Woodhead, exec producer; Kwok Yau, producer; Jay Arthur, first assistant director; Perry Newberry, production designer. Production Services 24/7 Editorial Work Editorial, London Bill Smedley, editor; Ben Corfield, assistant editor; Winnie O’Neil, producer. Postproduction Electric Theatre Collective Matt Jackson, lead Flame; David Birkhill, Flame; Bernardo Varela, lead Nuke; Chris Fraser, Nuke artist; Timothy Stam, Davide Pieropan, CG; Jason Wallis, colorist; Matt Williams, producer. Sound Design String & Tins Will Cohen, sound engineer. Music Dustin O’Halloran, “An ending, a beginning”
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.
