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    Top Spot of the Week: Joachim Back Directs “Great News” For Renault Scenic, Publicis Italy

    By SHOOTUpdated:No Comments3181 Views

    A driver reacts to unwanted news from his front seat passenger. But the smart technology of the vehicle they’re in, the Renault Scenic, doesn’t allow the distracted driver to compromise the safety of their commute.

    The passenger notes that he’s going to Vegas with the driver’s ex-wife, that they’re getting married, and that she’s pregnant. Each revelation causes the driver to, respectively, speed up, swerve out of his lane, and then not notice some crossing pedestrians ahead. The safety-first technology of the Renault corrects each of the driver’s miscues.

    Then the driver strikes back, telling his passenger that he’s going to the wedding with his passenger’s sister.

    A voiceover relates, “Let life surprise you–not the road.”

    Joachim Back via Italy’s Filmmaster Productions directed this spot, part of the Renault Italy “Great News” campaign out of agency Publicis Italy.

    Credits

    Client Renault Italy Agency Publicis Italy Bruno Bertelli, global chief creative officer, CEO of Publicis Italia Cristiana Boccassini, executive creative director; Francesco Martini, creative director, copywriter; Andrea Savelloni, art director; Mattia Bellomo, strategic planner; Giulia Atzori, producer. Production Filmmaster Productions Joachim Back, director; Jan Velicky, DP; Lorenzo Cefis, exec producer; Nicole Lord, producer. Editorial Francesco Loffredo, editor. Sound Design General Jingles Postproduction Frame by Frame

    Genre:Comedy
    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Top Spot
    Video Tags:Filmmaster ProductionsJoachim BackPublicis Italy



    Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care

    Wednesday, November 20, 2024

    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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