True Name by Mastercard lets Trans and Non-Binary people display their chosen name on their credit or debit card. The financial brand introduced the industry-changing effort to allow anyone to reflect their true identity in a moment we all take for granted–using a credit card.
This spot brings us to a convenience store where a Trans Man uses his True Name to make a simple purchase. It’s the kind of everyday transaction that many of us do every day–but this one takes on added significance. The film features Trans and Non-Binary actors, and is meant to convey their strength, individuality and true self.
Mastercard has been an ally and official sponsor of World Pride for over 10 years. True Name is another example of their commitment to support the LGBTQIA+ community, especially as many members of the Trans-Black community have been exposed to various threats and violence because of their identity.
Bryan Buckley of Hungry Man directed this slice-of-life spot in which the mundane takes on greater meaning.
Credits
Client Mastercard Cheryl Guerin, EVP, marketing & communications, North America; James Issokson, SVP, communications, North America; Nicola Grant, SVP, consumer marketing, North America; Sarah Ely, VP, communications, North America; Anthony DeRojas, director, consumer marketing, North America; Gregg Weiss, director, social media and digital marketing, North America; Lauren Stephens, director, North America sponsorships; Marisa Bianchi, sr. specialist, North America sponsorships; Chanelle Lowe, sr. specialist, social media and digital marketing, North America Agency McCann NY Thomas Murphy, Sean Bryan, co-chief creative officers; Pierre Lipton EVP, global executive creative director; Adrian Botan, president creative Europe, global ECD; Pete Jones, EVP, executive creative director; Cinzia Crociani, SVP group creative director; Leopold Billard, VP creative director; Lucas Crigler, associate creative director; Andre DeCastro, sr. art director; Nathy Aviram, chief production officer; Judi Nierman, SVP, executive producer; Liz O’Connor, producer; Eric Johnson, SVP, executive integrated music producer; Jeremy Miller, chief communications officer; Oriol Bombi, EVP global strategy director; Robin Bardolia, Dan Cohn, SVPs, group strategy directors; Rosalind Mowitt, sr. strategist; Danielle Johnsen-Karr, VP, social strategy director; Kristen Levy, social strategist. Post Craft New York Matthew Ranson, editor; Paloma Bido, producer, video postproduction; Gerard McConville, sr. audio editor/mixer; Bianca Muccia, post producer. Production Hungry Man Bryan Buckley, director; Matt Lefebvre, producer; Mino Jarjoura, Caleb Dewart, exec producers; Par Ekberg, DP; Tiffany Persons, casting director. Music JSM Joel Simon, CCO/CEO/co-composer; Jeff Fiorello, VP, executive producer; Jonathan Russel, co-composer; Norman Felker, Andrew Manning, producers. Editorial No6 Jason MacDonald, editor; Patrick Saxer, assistant editor; Cornia Dennison, exec producer; Weston Ver Steeg, producer; John Shea, Flame artist; David Gerber, graphics; Jamie Lynn Perritt, producer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
