Central Film’s director Rodrigo Garcia Saiz shows a mother’s devotion to her daughter makes a deeper impact than she knows in a touching spot for Polish auction site Allegro out of Warsaw-based ad agency Bardzo.
The spot finds a woman stretching the bounds of her creativity to craft a unique ensemble for her daughter’s school costume party. The little girl remains fickle with the wide array of options, turning down thoughtfully handmade getups ranging from a dinosaur, rain cloud, bumblebee, clown, mummy and astronaut. The mother is perplexed when the little girl requests a simple red dress and a string of pearls until she realizes that it was she that her daughter was idolizing all along.
Credits
Client Allegro Agency Bardzo, Warsaw, Poland Hubert Stadnicki, creative director; Tomasz Szewczyk, copywriter; Wiktor Pietrzak, art director; Bartek Nowak, producer; Rafal Kuzma, graphic design. Production Cut/Cut, Central Films Rodrigo Garcia Saiz, director; Mateo Londono, DP; Tomek Hryniszyn, producer; Artur Kotowski, production manager; Janusz Mazurczak, production designer; Malwina Wedzikowska, wardrobe. Editorial Kuba Pietrzak, editor. Postproduction Bartek Przybytek, online artist; Fred van Eeden, colorist. Sound Design Juice Kuba Pietrzak, Michał "Jurgen" Jaroszewicz, sound design. Music Arrangement Kuba Pietrzak
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
