This new campaign from Droga5 New York for Nature’s Bounty features people interacting with their future selves. Each character is pleasantly surprised to see how well they’re doing years from now thanks to the care they’ve taken by using Nature’s Bounty health-promoting products. However, there’s also something unexpected as in this spot entitled “Stuck” when a guy gets a crystal ball glimpse of himself stuck in an air duct. As we see his future self waiting to be extricated, we’re informed there’s a funny story behind it as laughter breaks out among those around him, including his would-be rescuers.
David Shafei directed “Stuck” via production house WW7.
Credits
Client Nature’s Bounty Broadline & Optimal Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Matt Ian, group creative director; Ulrika Karlberg, copywriter; Felipe Mollica, art director; Sally-Ann Dale, chief creation officer; Brett Fisher, sr. broadcast producer; Leah Donnenberg, broadcast producer; Rob Trostle, executive design director; Cliff Lewis, head of art production; Jonny Bauer, global chief strategy officer; Ramon Jimenez, group strategy director; Danielle Vasan, sr. strategist; PJ Mongell, strategist; Elsa Stahura, sr. communications strategist; Kevin Wilkerson, communications strategist. Production WW7 David Shafei, director; Damian Acevedo, DP; Josh Ferrazzano, exec producer; Bo Clancey, producer; Jerrod Littlejohn, production designer; Dominie Till, makeup. Editorial NO6 Jason MacDonald, editor; Ling Chua, assistant editor; Corina Dennison, exec producer; Laura Molinaro, producer. Postproduction Eight VFX Juliet Tierney, exec producer; Michael McCarthy, producer; Jean-Marc Demmer, creative director; Fabian Coupez, Joe Chiao, VFX lead. Color Company 3 Tim Masick, colorist. Music Beacon Street Studios Audio Post Heard City Evan Mangiamele, Keith Reynaud, mixers; Gloria Pitagorsky, managing director; Sasha Awn, exec producer; Talia Rodgers, producer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
