In JC Penny’s “When I Grow Up,” a little girl with blond hair imagines the details of her wedding day. As the girl’s voice continues to tell of her big day to come, sepia tone video of LeAnn Rimes’ wedding plays. The young girl is shown smiling into the camera before the words “little girls” comes on the screen. Then, an image of LeAnn Rimes smiling into the camera is shown before the words “have big dreams” comes on the screen. The commercial draws attention to JC Penny wedding registry.
Credits
Agency: DDB | Chicago Producer, Bud Johnston; Art Director, Kathy Petrauskas; Copywriter, Mary Beth Adducci; GCD, Paul Brourman; Production Broadcast manager, Dina Sarris Production Company: Chelsea Refused TV/Chelsea Pictures: Director, Charles Mehling; DP, Ross Richardson; Producer, Kathy Pellow Editorial: Cutters Editor, Rthe Epstein Visual Effects: Avenue Edit | SOMERsault | Avenue Audio SOMERsault: Graphic Artist, Melissa Von Bjal Music: Elias Arts
Top Spot of the Week: Ad Council, GUT Miami, Director Lauren Greenfield “Agree to Agree” To Address Gun Violence Impacting Kids and Teens
Developed pro-bono by creative agency GUT Miami for The Ad Council, this long-form PSA for parents and those with youth in their lives features real students and their parents--not actors--attending what they think is a student debate on the question, “Who holds the greatest responsibility to address the gun violence that impacts children and teens?” As the students answer, it becomes clear that gun violence prevention is not a divisive two-sided debate and that we can agree on a lot when it comes to the issue. The “debate” stops as the students confront the audience and unite behind the chilling stat that gun injuries are the number one cause of death for children and teens in America. Viewers are encouraged to take action by visiting AgreeToAgree.org, where individuals can learn about gun violence and how to have conversations with their communities supported by conversations guides and resources.
Lauren Greenfield directed this “Agree to Agree” campaign PSA via Institute, the production company she founded.
The Ad Council launched its overall “Agree to Agree” campaign today (2/27) at Northwell Health’s 6th annual Gun Violence Prevention Forum.
“Gun violence in America impacts us all and, tragically, it is the leading cause of death for children and teens in the United States,” said Michelle Hillman, chief campaign development officer, the Ad Council. “It is time we change the belief that conversations about gun violence always end in a heated debate or impasse. This powerful new work shows that we all have a role in creating positive change, starting from the common ground we share.”
“Gun violence is perceived as a highly charged and divisive topic, so we knew we had to take a different approach to break... Read More