This PSA addresses the effects of secondhand smoke on children whose mom is a smoker. We see a young man rushed to the hospital with as asthma attack as flashbacks show him growing up over the years, with his mom smoking around him.
Magellan Rubin directed the Wyoming Department of Health spot, “Dear Mom,” which came out of agency Warehouse 21.
EP Ben Jones of production house Image Brew teamed with filmmaker Rubin and Warehouse 21 creative director Jordan Dean to craft the moving PSA which targets mothers who smoke around their children. A concluding super reads, “Every year, more than 600,000 deaths are caused by secondhand smoke. Close to 30% of those deaths are among children.”
Credits
Client Wyoming Department of Health Agency Warehouse 21 Dave Teubner, executive creative director; Jordan Dean, creative director; Keith Forney, producer. Production Image Brew Magellan Rubin, director; Ben Jones, exec producer; Robert Muratore, DP; Justin Springer, production supervisor; Tom Farnsworth 1st assistant director; Chris Nightingale, 1st assistant camera; Matt Cervantes, production designer; Molly McCurdy, makeup artist & wardrobe; Michael Kranicke, sound mixer. Editorial Jay O’Meara, editor; Magellan Rubin, additional editing. Sound Design Sebastian Oliwa, sound designer. Additional Postproduction Pinto Pictures
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