Everyone appreciates the beauty of getting a good night’s sleep, and just how essential a comfortable bed and bedroom set are to making that a reality. Ogilvy New York’s new IKEA campaign, “The Morningmorphosis” directed by O Positive’s Jess Coulter, depicts people everyone can relate to enjoying the newfound benefits of becoming a morning person.
In this spot driven by humor and IKEA’s aesthetic, we meet one of those morning people, Sarah.
Client IKEA Agency Ogilvy New York Vicki Azarian, executive creative director; Della Mathew, group creative director; Monica Apodaca, ACD, art director; Andrew Chisholm, ACD, copywriter; Grace Donahue, art director; Thatcher Jensen, copywriter; Jenna Gartland, executive producer; Josh Kornrich, producer. Production O Positive Jess Coulter, director; Ralph Laucella, Marc Grill, EPs; Jason Reda, line producer; Maryse Alberti, DP. Editorial MackCut Erik Laroi, editor. Color The Mill Mikey Rossiter, colorist; Audio Post Sonic Union Mike Marinelli, mixer/engineer Music Human Worldwide
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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