Hank Perlman of Hungry Man directed this spot in which a lad can’t understand why his dad keeps Star Wars Kraft Macaroni & Cheese–with boxes featuring faces of Yoda, Darth Vader, R2D2 and C3PO–on a shelf in a room full of Star Wars collectibles. The youngster points out that Mac & Cheese is for eating, not for collecting.
Titled “Can’t Play,” the commercial is part of a campaign from agency CP+B which also includes a digital experience (www.KraftStarWarsRoom.com) where users can explore the room shown in the ad. Tapping on each piece of memorabilia, pulls up additional photos and information.
Credits
Client Kraft Macaroni & Cheese Agency CP+B Ralph Watson, chief creative officer; Adam Chasnow, VP, executive creative director; Ryan Dowling, art director; Chris Potts, copywriter; Kate Hildebrant, VP, director of video production; Annie Turlay, integrated producer; Neylu Longoria, Kelly Olech, content supervisors; Ashley Huehnerfuss, content manager. Production Hungry Man Hank Perlman, director; Eric Steelberg, DP; Caleb Dewart, line producer; Dan Duffy, Kevin Byrne, exec producer. Editorial The Now Corporation, NY Owen Plotkin, editor; Jessica Farmer, assistant editor; Nancy Finn, editorial exec producer. Postproduction Method Studios, NY Steve Morris, lead compositor; Angela Lupo, exec producer; Brad Wood, post producer. Graphics/Animation BUCK, NY Maurie Enochson, exec producer; Nick Ferzich, sr. producer. Audio Post Lime Studios, Santa Monica, Calif. Mark Meyuhaus, audio engineer. Music JSM, NY Joel Simon, executive music producer. Postproduction Company 3, Los Angeles Tim Masick, colorist; Rochelle Brown, sr. producer
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.
