Four people come together in a beautiful panoramic setting of intense blue sky and white cobblestone. They move their arms and chairs fly in. They perform a synchronized dance on the chairs to strong techno music with a slow, loud beat. At the end of the dance they are seated motionless and levitate simultaneously on their chairs. The shot expands to include their surroundings, which consists of a suspended halo of hovering black objects. The objects turn out to be car parts, which assemble around the seated foursome. The commercial concludes with a shot of the curve of the earth touched by black space and the words “Hummer: Like Nothing Else.”
Credits
Agency: Modernista! | Boston Gary Koepke, co-founder/executive creative director/art director; Lance Jenson, co-founder/executive creative director/copywriter; Charles Wolford, executive producer; Jared Simmons, assistant producer. Production Company: @radical.media Daniel Askill, director; Toby Irwin, DP; Donna Portaro and Frank Scherma, executive producers; Kathy Rhodes, producer. Shot on location in Victorville, Calif. Editorial: Rock Paper Scissors Angus Wall, editor; Brad Waskewich and Pete Warren, assistant editors; Scott Friske, producer; Linda Carlson, executive producer. Postproduction: Company 3 New York Stefan Sonnenfeld, colorist; Missy Papageorge, producer. Visual Effects: Method Russell Fell, lead 2-D FX artist/visual effects shoot supervisor; Andrew Eksner and Patrick Ferguson, 2-D artists; Kyle Obley, junior 2-D artist; Gil Baron and Laurent Ledru, lead 3-D artists/CG technical supervisors; James Le Bloch and Jeremy Butler, 3-D artists; Neysa Horsburgh, executive p
Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care
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.
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