This 90-second real-time documentary spot captured the experience of select U.S. troops who through the power of technology were virtually reunited with their families so they could watch the Super Bowl together live. The surprise was sprung on the troops, providing a good deed slice of life that tugged at the heartstrings.
The :90 from Hyundai broke in the first commercial break right after the game ended. Peter Berg directed the spot which was produced via Pony Show Entertainment and Film 45 for agency Innocean Worldwide Americas.
Credits
Client Hyundai Agency Innocean Worldwide Americas Eric Springer, chief creative officer; Barney Goldberg, Bob Rayburn, Jeff Bossin, group creative directors; David Mesfin, associate creative director, art; Nick Flora, associate creative director, copy; Brad Beerbohm, copywriter; Victoria Guenier, director of content production; Nicolette Spencer, EP/content production; Kira Linton, content producer; Chrissy Borgatta Liuzzi, art producer. Production Pony Show Entertainment & Film 45 Peter Berg, director; David Jones, Matthew Lyons, DPs; Helga Gruber, exec producer (Pony Show); Gareth Wood, head of production (Pony Show); Matthew Goldberg, exec producer (F45); Ryan Schiavo, executive in charge of production (F45); Grant Kahler, supervising producer (F45); Taylor Steadman, Kevin Baird, Jessica Goldstein, production supervisors. Casting Agent Joe Blake Casting Editorial Film 45 Ben Raxlin, postproduction supervisor; Colby Parker Jr., supervising editor; Dan Marks, Josh Rosenfield, editors.
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.
