Our hope is that this Best Work You May Never See public service video will indeed get seen by many–because it can help save lives.
Recent statistics reveal that drug overdose deaths in the U.S. declined slightly in 2023, but the crisis is far from over. Illegally manufactured fentanyl, a potent synthetic opioid, is increasingly being found in counterfeit prescription pills and illicit drugs, putting many young people at risk.
The Ad Council in response has unveiled life-saving PSAs, including this one, instructing viewers on how to use naloxone–also known as Narcan and ReVive–which is available without a prescription and can reverse an opioid overdose. These PSAs, developed in collaboration with R/GA and supported by YouTube, are part of the Ad Council’s partnership with the Office of National Drug Control Policy (ONDCP). The new tutorials–directed by Damien Drake via production company Versus–provide young people with crucial, step-by-step guidance on how to administer naloxone nasal spray to someone experiencing an opioid overdose.
CreditsClients The Ad Council, Office of National Drug Control Policy (ONDCP) Agency R/GA Tiffany Rolfe, global chairman and chief creative officer; Daniel Barak, global executive creative director; JJ Lim, group creative director; Rowan Mansfield, Corey Thorn, creative directors; Elizabeth Kenney, sr. designer; Sarah Phillips, group director, production; Jesse Brihn, VP, head of content production; Shakil Uddin, director, content production; Danielle Small, sr. content producer. Production Company Versus Damien Drake, director/DP; Rob Meyers, managing director/exec producer; Kathryn Henderson, head of production; Tom Colabraro, producer; Nikki Jackson, stylist, makeup & hair. Editorial Versus Brian Sanford, editor; Kevin Sypek, assistant editor; Rob Meyers, executive producer/post producer
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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