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KBS, Director Josh Soskin Spend "Morning Time" Together For Ad Council


Robert Goldrich
Friday, Sep. 29, 2017


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The Ad Council, in partnership with U.S. Department of Health and Human Services’ Children’s Bureau, AdoptUSKids and creative agency KBS, launched an integrated campaign encouraging adoption of teens from foster care called “What To Expect When You’re Expecting...A Teenager.”

An evolution of the “Adoption from Foster Care” award-winning “you don’t have to be perfect to be a perfect parent” execution, Ad Council’s latest campaign leverages the iconic pregnancy guide, What To Expect When You’re Expecting, to reassure prospective parents that they don’t need to know it all to be a perfect parent to a teenager--they just need to be there.

KBS collaborated with the authors and illustrator of What to Expect When You’re Expecting on the campaign, which includes TV, out-of-home, print and digital. 

The campaign’s TV spots and digital videos feature well-intentioned moms and dads attempting to give new parents of teens step-by-step parenting tutorials in the distinctive What To Expect When You’re Expecting tone – namely how to wake up your teen and how to teen-proof your home.

This spot titled “Morning Time” shows parents trying different ways to get their adopted teenager to wake up in the a.m.--but to no avail. They then stumble across the perfect alarm clock--the scent of bacon cooking in the kitchen.

A voiceover utters the tagline, “You don’t have to know it all to be a perfect parent.”

Director was Josh Soskin of Hey Baby Films.


Client Ad Council, U.S. Department of Health and Human Services’ Children’s Bureau, AdoptUSKids Agency KBS Patrick Scissons, chief creative officer; Michele Kunken, executive creative director; Kevin Gentile, creative director; Meredith Young, sr. copywriter; Stephanie Del Rosal, sr. art director; Madison Wharton, global head of production; Jenny Read, head of production, NYC; Ariana Ekonomou, content producer. Production Hey Baby Films Josh Soskin, director; Jonathan Freeman, DP; Johnny Parker, exec producer; Emi Lofgren, head of production; Jason Manz, line producer; Walter Pluff, production designer; Peter Jackson, assistant director. Editorial NO6 Justin Quagliata, editor; Ling Chau, assistant editor; Corina Dennison, exec producer; Malia Rose, producer. Finishing/VFX  NO6 Corina Dennison, exec producer; Malia Rose, producer; Ed Skupeen, sr. Flame artist; Mark Reyes, assistant Flame artist. Music APM Audio Post Sound Lounge, Seth Philiips, audio mixer. Color NO6 Mathew Rosenblum, colorist.

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