As Election Day is almost upon us, Wake Up & Vote and Meidas Touch have released “For Their Future,” a spot that features the voices of children, who are our future leaders, encouraging everyone to vote. Hey Wonderful directing duo Peking (Nat Livingston Johnson and Gregory Mitnick), known for their powerful and inspirational docu-style storytelling, capture the kids’ candor talking about things like the state of the country, the health of the planet and what it means to be a leader.
“Making an ad for the campaign was a way for us to contribute in the most personal way we could to the democratic process,” shared Peking in a joint statement. “Our strategy for the ad was to evoke Joe Biden through real kids’ own words before the audience is even aware that they’re watching a political ad. When we finally hear from Joe, he says what we’re all feeling—these kids are the future of America.”
Hey Wonderful managing partner Michael Di Girolamo added, “Hey Wonderful could not sit on the sidelines during the most important election of our lifetime, one that will define the future of our country and more importantly, the future leaders who will be significantly impacted by this outcome. Peking jumped at the opportunity to dig in with less than four days to direct and produce the spot.”
While the voices of children will reach both moms and dads across the country, Wake Up & Vote principal Mary Ann Marino hopes “For Their Future” will help suburban moms make up their minds at the polls. “The research shows that suburban moms are currently shouldering a disproportionately heavy load of increased stress and anxiety due to the pandemic,” she said. “Many of them are juggling home-schooling on top of managing their households and either managing or contributing to the household income which, in many cases has diminished in the wake of unemployment. These moms are worried about their families’ future and they’re exhausted by negative partisan attacks taking precedent over effective policymaking. Our hope for this spot is that voters are motivated to elect leaders who have the best interests of future generations at heart.”
