The “Good Things Come To Those Who Don’t Wait” campaign for The Wall Street Journal kicks off with “The Runner,” a film airing nationwide on TV, cinema, social and online, that depicts a woman who from birth has never stopped moving, driven by her ambition. It’s this ambition that WSJ readers possess which is fueled by the business news and insights they receive from the Journal every day. The film is designed to inspire a new generation of WSJ readers and future leaders.
The spot was directed by Ellen Kuras of The Corner Shop for agency The&Partnership.
A Journal reader herself, Kuras was keen to ensure that the female protagonist felt authentic, likable, relatable and inspiring.
Credits
Client The Wall Street Journal Suzy Watford, CMO; Paul Plumeri, marketing director. Agency The&Partnership Wilfred Boudreau, chief creative officer; Natasha Maasri, creative director; Arrie Hurd, art director; Mike Lin, copywriter; Shobha Sairam, chief strategy officer; Kevin Wilson, head of production. Production The Corner Shop Ellen Kuras, director; Ryley Brown, DP; Anna Hashmi, exec producer; Adam Wilson, art director; Suzie Greene Tedesco, line producer. Editorial Work Editorial NY Bill Smedley, editor; Winter Brihn, assistant editor; Erica Thompson, exec producer; Chris Delarenal, producer. Postproduction MPC NY Adrian Seery, colorist; Dani Zeitlin, exec producer; Catherine Fischer, associate producer. Music MAS, Music and Strategy.
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.
