Following a well-received inaugural round of PSA spots for Common Sense Media, creative boutique Camp + King‘s newest work for the nonprofit features relateable situations involving children and media use that promise to resonate with parents.rnrnThe centerpiece spot features a striking juxtaposition: an adorable little girl in her bedroom, surrounded by a menagerie of stuffed animals. Opening her mouth, her gaze and voice growing in intensity, she quotes a fictitious movie, mimicking a violent scene between gangsters, with her stuffed animals acting as her cohorts. The spot ends with a question: “Are your kids watching the right movies? Go to commonsense.org to find out.”rnrn
rnrnThe other three spots constituting Common Sense Media‘s new campaign debuted recently and will run throughout 2013 on network and cable TV (nationally on DIRECTV, NBC and their NBCUniversal‘s cable channels, as well as through Comcast, Cox and Time Warner Cable), nationally online through Hulu and in movie theaters. They communicate the importance of teaching kids what’s appropriate to share online, as well as finding a healthy balance with technology. One showcases a family gathered around the dinner table – and a man passing around an inappropriate photo sent online by the teenage boy seated to his right. Another features a young boy bouncing in front of the toilet, his mother shrilly imploring her partner to bring them a device – because their son “won’t go without the tablet.” rnrnAll of the spots convey that Common Sense Media understands the difficulties and uncertainties that today’s media and technology create for families and, by providing helpful information, can help them achieve peace of mind. Whether by helping parents find the right entertainment for their kids, helping them teach their kids how to use new tech devices appropriately, or answering their questions about what media and technology usage is healthy and age-appropriate for kids, parents and educators will find commonsensemedia.org to be an informative, unbiased, nonpartisan guide.rnrn”It’s funny because it’s true – this is completely the case with parenthood,” said Roger Camp, Camp + King‘s Executive Creative Director, also a parent.rnrn”The ‘We’ve All Been There’ campaign has been a big hit: It delivers our message in a disarming and funny way, so parents can see that we’re on their side, rather than feeling judged,” said Colby Zintl, Common Sense Media‘s Vice President of Marketing and Communications. “It has helped boost our brand awareness and site traffic significantly, and we’re delighted to expand the campaign with this new slate of spots. They raise the bar on being provocative and hilarious, and we expect them to have just as great an impact.”rnrnCamp + King‘s prior work for Common Sense Media included six spots that appeared beginning in April 2012 on television, online and in movie theaters, as well as print ads and radio spots. In an election year when coverage can be hard to achieve, the nonprofit maintained substantial donations of PSA media support and the campaign received more airtime than expected.rnrnCredits rnClient: Common Sense MediarnCommercials: “Monkey See” :15/30; “Priorities” :15/:30; “Toilet” :15/:30; “Family Dinner” :15/:30; “Movie” (Online only)rnAgency: Camp + KingrnC
Steve Sapka Sapka Communications Contact Steve via email 305-479-5208
Liz Charky Directs a Playful and Reflective Video For Henry Hall’s “Tiny Door”
Directed by Liz Charky, the music video for Henry Hall’s ‘Tiny Door’ is a playful and profound exploration of the song’s intriguing perspective on love. Silly moments and serious heartbreak are skillfully weaved together in a series of cheeky, dreamy, profound, and sometimes psychedelic scenes. “I am a huge fan of love songs that have an unusual, hyper-specific perspective on love,” says Hall. “That’s what I wanted to do with ‘Tiny Door.’ It’s about loving someone unconditionally while recognizing that love is something that isn’t always straightforward — I think that’s something we all attempt to come to terms with in our lives. I thought it was a unique yet universal detail about love and therefore an intriguing subject matter for a song. Even though the song is a ballad at its core, it still has a lighthearted sense of humor to it — that’s really portrayed well by Liz, and Ellin Aldana, our cinematographer.” Charky explains, “When I first listened to the song, I felt it was a love song full of longing with a kind of wishful melancholy. As I spoke with Henry about his intention behind the lyrics and sound, I was assured that I'd need to explore heartbreak in a nuanced way – with a degree of levity and playfulness. For me, falling in and out of love runs the full course of human expression. Love and heartbreak can be so emotionally intense and sometimes lonely, other times quite goofy or liberating. In developing the concept, I focused on both the literal and figurative ways that falling in and out of love might look like. So, you see Henry and co-star Franny Arnautou falling, flying, dancing, raging, winking, smiling, and... Read More