The commercial begins as the camera pans through a excitedly cheering crowd. One member of the crowd is particularly moved by the cheering, so he strips down to his underwear and runs through the stands onto the field waving his arms in the air. He runs across the field, through the players in the middle of a point, and drops to his knees. The camera zooms in on him to reveal “Forgive me Andrea” painted on his naked chest in red and blue paint while he opens his arms and yells “I love you.” The scene switches to the living room of a stunned woman watching the game with her friends who look at her speechlessly. Andrea gets up from the couch and leaves the room grabbing her jacket on the way. The commercial concludes with the narrator commenting that “love might make you crazy, but finding it shouldn’t” as the camera pans to the television in the living room where the referees are dragging the struggling man off the field and “match.com” appears on the screen.
Agency: Hanft Raboy and Partners Doug Raboy, managing partner/creative director; Sean LaBounty, creative director/art director; Nathan Manske, copywriter; Angelo Ferrugia, producer. Production Company: Independent Media, Santa Monica Peter Chelsom, director; Bob Richardson, DP; Susanne Preissler, executive producer; Lindsey Skutch, producer. Shot on location in Pasadena, Calif. Editorial: Final Cut Carlos Arias, editor; Terressa Tate, assistant editor; Rana Martin, producer; Stephanie Apt, managing director/executive producer. Postproduction: The Mill New York Fergus McCall, colorist. Matt Reilly, visual effects artist/online editor; Colleen Garvey, producer; Luis Ribeiro, executive producer; Connie Griffin, managing director. Visual Effects: Method,Brand New School ,Rob Feng, art director; Rachel Kaminek, producer; Jonathan Notaro, creative director; Kevin Batten, executive producer. Music: Human Composers/sound designers Gareth Williams, Andy Bloch, Morgan Visconti, Lind
Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
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