Dr Pepper kicked off a new brand campaign with the debut of a spot during the first-ever College Football Playoff National Championship Game tonight. Focusing on unique, one-of-a-kind stories and unlikely heroes, the campaign from Deutsch LA also introduced a refreshed tagline–”Always Be One Of A Kind”–that aims to be more active and empowering.
The launch spot, “Mop Dog,” features the engaging journey of a one-of-a-kind dog who ends up bonding with a Dr Pepper delivery man.
Simon McQuoid of production house Imperial Woodpecker directed “Mop Dog.”
Credits
Client DPSG (Dr Pepper Snapple Group)/Dr Pepper Agency Deutsch LA Pete Favat, chief creative officer; Brett Craig, executive VP/executive creative director; Ryan Lehr, Erick Mangali, creative directors; John Baker, art director; Chris Jones, copywriter; Mitch Polatin, sr. VP, group planning director; Vic Palumbo, director of integrated production; Megan Meloth, VP/executive producer; Dave Rocco, music director; Suzanne Polverino, director, concept production; Sam Barbera, sr. concept producer. Production Imperial Woodpecker Simon McQuoid, director; Roman Vasyanov, DP; Charlie Cocuzza, Doug Halbert, exec producers; Anita Wetterstedt, line producer. Editorial Cut+Run Steve Gandolfi, editor; Sean Fazende, Kendra Juul, assistant editors; Amburr Farris, head of production; Carr Shilling, exec producer; Michelle Eskin, managing director. Post The Mill LA Sue Troyan, VFX exec producer; Thatcher Peterson, color exec producer; Kait Boehm, sr. VFX producer; Natalie Westerfield, color producer; Benjamin Sposato, production coordinator; Adam Lambert, 2D lead; Patrick Munoz, Tim Robbins, 2D artists; Michael Kash, Steven Olsen, 3D artists; Adam Scott, colorist. Audio Post Lime Studios Mark Meyuhaus, mixer; Matt Miller, assistant; Susie Boyajan, exec producer. Music Elias Arts Vincenzo LoRusso, executive creative director; Mike Goldstein, creative director; Ann Haugen, exec producer; Katie Overcash, sr. producer.
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.
