We see a man on a front lawn of a house, chopping wood with his hands and feet. His wife is nearby, positioning each piece of wood on a block for her spouse. A passerby wonders what’s going on. They explain that karate relieves the stress of home buying.
The passerby offers some solace in that at least they don’t have to worry about home insurance thanks to GEICO.
Harold Einstein of production house Dummy directed “Karate” for The Martin Agency, Richmond, Va.
Client GEICO Agency The Martin Agency Steve Bassett, group creative director; Neel Williams, Dave Gibson, creative directors; Mauricio Mazzariol, associate creative director; Brett Alexander, executive producer; Brian Fox, content producer; Mary Alice Williams, jr. content producer. Production Dummy Harold Einstein, director; Eric Liney, exec producer; Jay Feather, DP. Editorial Arcade Edit Dave Anderson, editor; Samuel Barden, assistant editor; Gavin Carroll, producer. Audio Post Heard City Michael Vitacco, mixer; Sasha Awn, exec producer; Andrea Lewis, producer. Postproduction/VFX The Mill LA Gregory Reese, colorist; Phil Crowe, executive creative director; Tara Demarco, Matt Fuller, VFX supervisors; Alex Bader, producer.
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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