Jasper Gray of Futuristic Films directed this PSA for ad agency TDA_Boulder which opens on model rocket materials laid out across a table. As the spot progresses, the gentle, soothing voice of a man can be heard discussing how much he enjoys sharing the hobby with a young person. We then see the man–his face distorted by pixelation because he is a prison inmate and pedophile. He goes on to say, “It’s not easy to identify a pedophile. You just spent 20 seconds with one.”
Credits
Agency: TDA Advertising & Design, Boulder, Colo. Jonathan Schoenberg, creative director/copywriter; Matt Leavitt, art director Production Company: Futuristic Films Jasper Gray, director/DP; Sarah Liles, Brendan Kiernan, exec producers; Mark Shelton, producer. Postproduction: Futuristic Films Jonnie Sirotek, editor; Frank Pickell, colorist Audio: Clatter & Din Sam Gray, mixer
Screenwork Type:Top Spot
The Best Work You May Never See: Cadbury, VCCP London, Director Steve Rogers Stir A Sweet “Memory” Connecting Father and Daughter
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
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