A man in his apartment, wearing a Mariner’s shirt, watches a baseball game and signals two fingers down to a man standing in his window, who relays this signal to a man below unloading boxes on the street. This man give the signal to a man who is picking up a newspaper, who then passes it along to a woman jogging by. The signal then goes from the jogger, to a mechanic under a car, a woman at a pay phone, to a man on a roof who then runs across the roof and draws a red mark on the side wall of a building which faces a baseball stadium. A man in the stadium with binoculars receives the sign and passes it along. The signaling cascade returns to its origins, at the apartment where the two men who initiated the signal tap fists. The commercial ends with the words “We’re in this together. FSN.”
Agency: TBWA/Chiat/Day, Inc Chuck McBride, creative director/North America; Lee Clow, executive creative director; John Patroulis, associate creative director/copywriter; Joe Rose and Crockett Jeffers, copywriters; Brandon Mugar, art director; Jennifer Golub, executive producer; Joe Calabrese, producer. Production Company: MJZ Nicolai Fuglsig, director; Max Malkin, DP; Lisa Rich and David Zander, executive producers; Brian Latt, producer. Shot on location in Los Angeles. Editorial: Rock Paper Scissors Adam Pertofsky, editor; Charlie Lee, assistant editor; Kelly Zamarin, producer. Postproduction: The Syndicate Kenny Solomon, executive producer; Leslie Sorrentino, managing partner; Richard Mann, visual effects producer; Greg Sauers and MB Emigh, Flame artists; Beau Leon, colorist. Sound Design: Endless Noise Jeff Elmassian, creative director/composer; Scott Friedman, sound design; Shari Christensen, executive producer; Roxanne Morganstern, producer. Audio: One Union Recording
Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care
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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