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.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
