Noted documentarian Werner Herzog made his commercialmaking debut with this poignant AT&T-sponsored PSA which introduces us to Xzavier, a boy whose life was changed forever as a result of an accident that was caused by texting while driving–he was walking in a pedestrian crosswalk when struck by a driver who was texting. Herzog directed via Saville Productions for BBDO New York.
Credits
Agency: BBDO New York David Lubars, chief creative officer; Erik Fahrenkopf, LP Tremblay, executive creative directors; Peter Albores, creative director/copywriter; Hunter Fine, creative director/art director; Julie Collins, group executive producer; George Sholley, producer; Melissa Chester, executive music producer. Production Company: Saville Productions Werner Herzog, director; Rupert Maconick, exec producer; Cliff Schumacher, line producer; Peter Zeitlinger, DP. Editorial: Rock Paper Scissors Biff Butler, editor; Eve Kornblum, exec producer; Melanie Gagliano, Toby Louie, producers. Postproduction: Company 3 Stefan Sonnenfeld, colorist. Audio: POP Sound Zac Fisher, audio engineer; Susie Boyajan, exec producer.
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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