Pam Thomas of Community Films directed this spot which asks why women are so quick to apologize, saying “sorry” when it isn’t called for. After various vignettes showing different woman uttering “sorry,” we then see the same vignettes sans the same apologetic language.
The spot is part of Grey New York’s initiative for women to "be strong and shine," which is also the slogan for Pantene.
Client Procter & Gamble/Pantene Agency Grey New York Tor Myhren, chief creative officer; Joanna Carver, group global creative director; Tanner Shea, creative director/art director; Bennett McCarroll, director of broadcast prdouction; Judi Nierman, executive producer; Jimmy Wade, producer; Ben Dorenfeld, music producer. Production Community Films Pam Thomas, director; Jim Frohna, DP. Editorial Consulate Ltd. Holle Singer, editor. Music/Sound Design Q Department, New York.
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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