Client Taco Bell Agency Deutsch LA Pete Favat, chief creative officer; Brett Craig, executive creative director; Jason Karley, Josh DiMarcantonio, creative directors; Gordy Sang, Brian Sieband, associate creative directors; Jeremiah Wassom, sr. art director; Trey Tyler, sr. copywriter; Vic Palumbo, director of integrated production; Paul Roy, executive producer; Jeff Perino, sr. producer; Damon Vinyard, associate producer; Dave Rocco, music supervisor. Production Moxie Pictures Frank Todaro, director; Jon Zilles, DP; Robert Fernandez, exec producer; Matt Oshea, line producer. Production (Food/tabletop) Wood Shop, Culver City, Calif. Trevor Shepard, director; Sam Swisher, exec producer. Editorial Rock Paper Scissors Adam Pertofsky, editor; Marjorie Sacks, assistant editor. C.L. Weaver, exec producer; Shada Shariatzadeh, producer. Post a52, Santa Monica. Paul Yacono, colorist; Andy Barrios, VFX supervisor; Brendan Crockett, lead Flame artist; Megan Meloth, exec producer; Meredith Cherniack, producer. Music Massive Music, Culver City Audio Lime Studios, Santa Monica Mark Meyuhas, Rohan Young, mixers; Jessica Locke, 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.
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