Melissa McCarthy stars in this two-minute musical for Booking.com, directed by Alex Prager of Arts & Sciences for agency Zulu Alpha Kilo. A :30 version of this centerpiece for the “Somewhere, Anywhere” campaign will air during the Super Bowl.
This is the first Super Bowl commercial for Canadian-founded Zulu Alpha Kilo and the first body of work from its New York office under the aegis of CCO Tim Gordon and managing director Meghan Mullen, who joined in 2022.
Client Booking.com Agency Zulu Alpha Kilo Zak Mroueh, creative chairman & founder; Tim Gordon, chief creative officer; Mike Sutton, president & CEO; Heather Segal, chief strategy officer; Casey Rand, executive creative director; Vic Bath, Dan Cummings, Rachel Goss, Ross Wolinsky, creative directors; Marco Buchar, Greg Kieltyka, associate creative directors/copywriters; Michael Romaniuk, Ivan Mallqui, associate creative directors/art directors; Cameron Fleming, Shanaugh Farrelly, strategy directors; Sean Bell, executive strategy director. Production Company Arts & Sciences Alex Prager, director; Marc Marrie, managing producer/exec producer; Mal Ward, managing director/exec producer; Milena Milicevic, head of production; Matthew Libatique, DP; Michael Salven, 1st AD; Florencia Martin, production designer; Terry Shafirov, producer; Andrea Tello, production supervisor. Editorial Arcade Geoff Hounsell, editor; Dean Miyahira, Mitch Mitchell, assistant editors; Crissy DeSimone, exec producer; Megan Dahlman, head of production; Alexa Berman, sr. producer. Audio Wave Studios Aaron Reynolds, partner/ECD/sound designer/mixer; Vicky Ferraro, exec producer. Music Barking Owl Drew Gasparini, composer; Jacob Plasse, composer/arranger; Ashley Benton, exec producer; Kelly Bayett, creative director.
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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