Property and casualty insurance company Travelers has released its first brand campaign since 2015. The four-part ad series tells stories that tug at the heartstrings and remind us about the importance and value of insurance: to protect the things you love and the lives you’ve built around them.
TBWAChiatDay New York tapped Lance Acord of Park Pictures to direct the new campaign which features stories of children growing up, parents growing old and relationships wavering and strengthening along the way—as told through the lens of their love and resilience through life’s unexpected hardships, under the care and protection of Travelers.
In this spot, “Footsteps,” we meet a daughter who sits sketching at the counter of her father’s cafe. The dad reprimands her for drawing pictures when she could be helping with customers. We watch her grow up, the years unfolding through scenes of her exploring her passion, and her father not understanding–until the fire. Fast-forward to her father finding her portfolio of artwork which survived the flames. He now realizes how talented his daughter is.
Credits
Client Travelers Agency TBWAChiatDay, New York Chris Beresford-Hill, chief creative officer; Walter Connelly, executive creative director; Ashley Veltre, associate creative director/art director; Holden Rasche, associate creative director/copywriter; John Doris, head of integrated production; Chris Klein, executive producer; Sean Riojas, associate producer. Production Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, Justin Pollock, Caroline Kousidonis, exec producers; Anne Bobroff, head of production. Editorial Exile Kirk Baxter, editor; Zaldy Lopez, assistant editor; Sasha Hirschfeld, exec producer; Evyn Bruce, head of production; Vietan Nguyen, post producer. Sound Design/Audio Mix Wave Studios Chris Afzal, sound designer/mixer; Vicky Ferraro, exec producer. Color MPC Mark Gethin, colorist; Meghan Lang, exec producer; Susan Harris, Damian Winterbottom, producers. VFX MPC Alvin Cruz, creative director; Camila De Biaggi, exec producer; Elissa Norman, Anna Kravtsov, producers; Rob Walker, lead Flame; Bilali Mack, Lawrence Merrill, Tamir Sapir, Tom McCullough, Thiago Porto, Flame artist; Mazyar Sharifian, Renato Carone, Nuke artists; Daniel Bayona, Sachin Dhapudkar, digital matte painting; Dan Fine, Lucy Choi, Francisco Fraga, Jemmy Molero, CG artists; Abhinav Sharda, line producer; Katherine Miccio, production coordinator.
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.
