Let the games begin–except there’s not much to watch as we hear two commentators provide play by play of two guys wearing Kmart’s Joe Boxer Pajamas and sitting on the couch. They are couch potatoes indeed, quite a departure from the busy and bustling norm which has so many folks wearing some sort of fitness tracker on their wrist.
FCB Chicago instead conceived a campaign saluting the lazy, the tired, the apathetic, the inactive by introducing an Inactivity Tracker. It tracks your lack of movement. It then rewards and motivates you to do what you really want to be doing: absolutely nothing. Inactivity is as important as activity. Start keeping track of what you’re not doing.
This hourlong play-by-play, tongue-in-cheek account of couch athletes was directed by Tim Mason via Optimus.
Credits
Client Kmart/Joe Boxer Pajamas Agency FCB Chicago Todd Tilford, chief creative officer; Dan Fietsam, executive creative director; Michael Shirley, sr. VP, creative director; Thiago Cruz, Bruno Guimaraes, Gustavo Dorietto, Gabriel Schmitt, creative team; Matthaeus Frost, Jordan Sparrow, designers; Matt Everts, copywriter; John Bleeden, sr. VP, executive producer; Julie Regimand, sr. VP, director of productino operations; Ben Murphy, VP, director of digital development; John Skibicki, tech lead; Clint Ruch, associate director of technology; Chris Bing, director of broadcast production; Chris Wickman, sr. producer. Production Optimus Tim Mason, director.
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
