You know that feeling you get when you look outside and all life is frozen, the wind is howling through the window, and even snowmen appear to have frostbite?
Yup, it’s called pure joy. And it’s what all gamers have when a terrible storm gives them the definitive reason to stay inside and play on PlayStation.
And now, that kind of apocalyptic winter weather is the setting for PlayStation’s most recent Black Friday campaign, centered on this spot titled “Wonderland” from BBH NY.
Directed by Matthijs van Heijningen of MJZ, our hero protagonist wakes up to the worst kind-of blizzard imaginable. Realizing he has a perfect excuse to stay inside, a smile crosses his face and he breaks into song. We see moments of pure misery outside as he dances through his house, singing with pure joy. All of this reaches a crescendo when he makes it to his living room to warm up with some nice, toasty PlayStation.
Credits
Client PlayStation Agency BBH New York Gerard Caputo, chief creative officer; Jonathan Mackler, executive creative director; Lucas Bongioanni, Colin Kim, creative directors; Aimee Perrin, art director; Stu Rubin, copywriter; Bruno Borges, head of design; Stephanie Munoz, designer; Ed Zazzera, head of production; Abbie Noon, executive producer. Production MJZ Matthijs van Heijningen, director; Ruben Impens, DP; Eriks Krumins, exec producer; Janet Nowosad, head of production; Donald Taylor, producer. Production Services Migrate Films. Editorial Work Editorial Jono Griffith, editor; Trevor Myers, assistant editor; Erica Thompson, exec producer; Chris Delarenal, producer. VFX The Mill New York Angus Kneale, chief creative officer; Nathan Kane, creative director; Ruben Vandebroek, shoot supervisor, 3D lead artist; Siro Valente, 2D lead artist; John Montefusco, 3D lead artist; Marco Baratto, James Cudahy, 2D artists; Todd Akita, Charles Lee, 3D artist; Clemens den Exter, design; Eliana Carranza-Pitcher, exec producer; Mandy Harris, producer; Mia Lalanne, production coorindator; Mikey Rossiter, colorist; Evan Bauer, color producer. (Toolbox: Flame, Nuke, Maya, Houdini) Music Walker. Record & Mix Sound Lounge Tom Jucarone, mixer.
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.
