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.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More