Ad agency Signal Theory collaborated with creative studio SixTwentySix and director/editor Evan Bourque on a campaign for the American Pecan Promotion Board. Together, they crafted three spots designed to reach target audiences across generations. Each spot features a touch of humor to engage viewers, from a dad’s bond with nature in “Squirrel Bro” to a Gen-Z teaching moment in “Proper Granny” and a shopper’s fantastical dream in “The Other Half.”
In this “Squirrel Bro” spot, a father is enjoying his pecans while wondering why a squirrel he observes is hiding the treats. We then see a parallel between squirrel and dad when his daughter comes home, prompting him to put his pecans out of plain view.
Credits
Client American Pecan Promotion Board Agency Signal Theory Joe Wilper, creative director; Nick Kinney, associate creative director; Brent Davidson, group creative director; John January, co-CEO; Lauren Langfitt, executive producer. Creative Studio SixTwentySix Evan Bourque, director/editor; Austin Barbera, partner/exec producer; Jake Krask, partner/managing director; Jonny Edwards, head of production/exec producer; Cole Sanchez, line producer. Joaquin Villalobos, post producer. Audio Evolution Audio John Blank, audio engineer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More