Peter Thwaites of The Corner Shop directed this aspirational TV commercial for the University of Phoenix that shows vignettes of hard-working people striving to better themselves, all tied together with an updated version of the classic “The Wizard of Oz” song “If I Only Had a Brain.”
Music/sound shop on the spot, titled “More Than Brains,” was We Are Walker. Conceived by agency 180LA, the piece was named Best in Show at the 2016 AMP Awards for Music and Sound.
Client University of Phoenix Agency 180LA William Gelner, chief creative officer; Eduardo Marques, Rafael Rizuto, executive creative directors; Wilson Mateos, creative director; Josh Hacohen, copywriter; Karine Grigorian, art director; Natasha Wellesley, head of integrated production; Calleen Colburn, executive producer; Dominique Anzano, sr. producer. Mike Harris, global chief strategy officer. Production The Corner Shop Peter Thwaites, director; Joost Van Gelder, DP; Anna Hashmi, exec producer; Suzie Tedesco, line producer. Editorial Cut+Run Steve Gandolfi, editor; Carr Schilling, exec producer; Luc Giddens, assistant editor; Remy Foxx, producer. VFX/Post The Mill Adam Scott, colorist. Online/VFX Jogger Dave Parker, Henry/Flame artist; Rich Rama, exec producer. Audio Post Lime Studios Rohan Young, mixer; Ben Tomastik, assistant mixer; Susie Boyajan, exec producer. Music/Sound We Are Walker Sara Matarazzo, producer; Roarke, vocals and composer. Josh Hacohen, Roarke, lyrics. Song Title “More Than Brains”
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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