In this Ad Council PSA for AdoptUSKids and the U.S. Department of Health and Human Services Administration for Children and Families, a lad tells his mother he wants a cat, despite the fact that she’s allergic to felines. Mom is left with three choices, each of which is comically depicted: prepare yourself, make the best of it, or find a loophole. The spot ends by stating that there are no such things as perfect parents, but teens in foster care will love you just the same.
One of two spots directed by Scott Vincent of Hungry Man for agency KBS, “Cat” is part of an ongoing campaign targeting prospective parents who are considering adopting from foster care but who have not yet started the process. Talent was chosen from a comedic background, and selected specifically because they were unassuming and relatable. The central idea behind the campaign is that there is no one right answer when it comes to parenting, furthering the message that, “You don’t have to be perfect to be a perfect parent.”
Credits
Client Ad Council/U.S. Department of Health and Human Services Administration for Children and Families/AdoptUSKids Agency KBS Jon Goldberg, executive creative director; Kevin Gentile, Michael Abell, creative directors; Lauren Finn, sr. copywriter; Jessica Mottola, sr. art director; Kathleen Diamantakis, co-chief strategy officer; Alison Geraghty, strategist; Jenny Reed, head of production; Davniel Roversi, sr. content producer. Production Hungry Man Scott Vincent, director; Dan Duffy, Mino Jarjoura, Jacki Sextro, Caleb Dewart, exec producers; James Kadanoff, line producer; Steve Ruggieri, production supervisor. Editorial PS260 Maury Loeb, editor; Evann Borgman, Jane Brockman, post producers; Erica O’Brien, assistant editor. VFX PS 260 Finish Zarina Mak, managing director; Andy Philippi, VFX producer; Fabien Coupez, Margaret Yang, Flame artists. Color Company 3 Tom Poole, colorist. Music/Sound Sound Lounge Audio Post Sound Lounge Tom Jucarone, mixer.
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
