Rolex aired its Oscar sponsorship campaign which featured luminary directors Martin Scorsese, Kathryn Bigelow, Alejandro Inarritu and James Cameron writing letters on-camera to filmmakers of the future.
The package of spots, including this anthem piece featuring all four accomplished filmmakers, was directed by Juan Cabral of MJZ for J. Walter Thompson WW & VMLY&R. Music/Sound house was KBV Records/KBV Music, NY, with Tony Verderosa and Alex Wurman serving as composers.
Client Rolex Agency J. Walter Thompson WW & VMLY&R Paul Greco, executive director of music. Production MJZ London Juan Cabral, director; Alwin Kuchler, DP. Editorial The Quarry Paul Watts, editor. Music/Sound KBV Records/KBV Music, New York Tony Verderosa, Alex Wurman, composer. Audio Post 750 London, Sam Ashwell, 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.
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