The AICP released a sneak peek at films in which AICP Next jury presidents and curators at large share their thoughts and insights. In this short, Nick Law, vice chairman/global CCO at RGA, and the 2017 AICP Next Awards judging chair, interviews Apple’s Tor Myhren, an AICP Next curator at large on the value of risk taking.
The short was directed by Sarah Rinaldi, an Emmy-award winner who has worked on brand promotions as well as sports programming and features. She was recently selected for the first-ever Commercial Directors Diversity Program (CDDP) Showcase. The CDDP is a joint effort of AICP and the Directors Guild of America (DGA) to increase the number of women and minority directors in the commercial industry.
Credits
Client AICP Next Awards Production Sarah Rinaldi, director. Editorial JumP Michael Saia, editor/partner; Ian Oliver, assistant editor; Joanne Ferraro, exec producer. Audio Color, NY Josh Abbey, Kevin Halpin, partners/mixers; Jeff Rosner, partner/exec producer; JD Heilbronner, producer/mixer.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
