An orchestra plays “Singing in the Rain” while the camera moves in through the vines to show a jungle in the rain. An energetic elephant tap dances across the screen, blasting his trunk as the other animals look on from the trees. Some tropical birds become excited and start singing along as the elephant jumps into a pool of clear water. The narrator reveals the reason for all this excitement is the efforts of GE to build cleaner jet engines, trains and power plants that run cleaner. This effort is called “ecoimgination” the drive to build more environmentally friendly technologies. The commercial ends by displaying the GE logo and the phase “imagination at work.”
Credits
Agency: BBDO North America, Atmosphere BBDO David Lubars, chief creative officer; Don Schneider, executive creative director; Ted Shaine, senior creative director/art director; Tom Darbyshire, senior creative director/copywriter; Regina Ebel, executive producer; Rachel Seitel, producer; Rani Vaz, director music/radio production. Production Company: PYTKA Joe Pytka, director/DP; Tara Fitzpatrick, executive producer; Linda Masse, producer. Shot at Universal Studios Stages, Universal City, Calif. Editorial: Crew Cuts Sherri Margulies and Matt Shapiro, editors. Postproduction: Nice Shoes Chris Ryan, colorist. Visual Effects: Semerad Johnnie Semerad, animation director/visual effects supervisor; Amy Taylor and Steve Holiner, executive producers; Boris Ustaev and Anderson Ko, lead animators; Sandor Toledo, Sam Cuttriss, Chip Lotierzo, Michael Lasker and Steve Parish, animators; Kris Rivel, CGI supervisor/technical director; Dave Bernkopf, assistant set supervisor; Steve Koenig, Kim Harv
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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