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    Lance Acord Directs 100-Second Holiday Spot For Toyota, Saatchi LA

    By SHOOTUpdated:No Comments9220 Views

    Toyotathon is back for its 38th year with a 100-second holiday commercial, a first in the broadcast industry, that showcases a family’s multigenerational story. “R+S” premiered Tuesday night, November 28, on NBC during “The Voice” in an isolated pod, with no other advertising or promotional spots surrounding it. This 100-second spot comes at a time when most networks are reducing commercial time.  

    “R+S” unfolds like a film as it tells a family’s multigenerational story using a much loved family tree as the centerpiece. The narrative starts with the grandparents as a young couple and the tree bares their initials, “R+S.” The story continues decades later after the tree has fallen from natural causes. During the holiday season the  grandparents visit their daughter’s home to find a framed picture of themselves as a young couple in front of their special tree. As the rest of the family hides in anticipation, they see the inscription of their initials “R+S” on the table and quickly realize its their beloved tree. 

    The spot features a real family of actors including grandparents, their daughter and her husband and children. Director/DP Lance Acord of Park Pictures filmed the ad in central California and cast a family from the same area. “The story comes to life because it represents real families. The central point of the narrative, the tree, is also a metaphor for life and the underlying theme of a matriarch passing on the torch from one generation to the next,” said Acord.  

    “R+S” premiered on NBC with the special 100-second airing before moving to theaters nationwide for in-cinema play in National CineMedia’s pre-show on over 20,600 movie screens from December 1-28. A mix of :30 and :60 versions of “R+S” will air on television December 10-24. The Toyotathon December Sales Event offers incentives through January 2.

    Credits

    Client Toyota Agency Saatchi & Saatchi LA Jason Schragger, chief creative officer; John Payne, executive creative director; Leo Circo, creative director; Chip McDonald, associate creative director/copywriter; Brian Morgan, associate creative director/art director; Craig Lederman, sr. copywriter; Richard Beahm, copywriter; Lalita Koehler, executive director of integrated production; Sara Seibert, director of content production; Pamela Parsons, executive producer; Antonietta Croft, content producer; Kristen Hosack, music supervisor; Mark Turner, chief strategy officer. Production Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, Scott Howard, exec producers; Anne Bobroff, head of production; Caroline Kousidonis, line producer. Editorial Exile Editorial Shane Reid, editor; Cutler Gray, assistant editor; CL Weaver, exec producer; Remy Foxx, producer. Telecine MPC Ricky Gausis, colorist Finishing Arsenal Creative Matt Motal, finishing artist; Pravina Sippy, finishing producer. Music Novo Armor’s “Carry You” Sound Lime Studios Loren Silber, sound designer/mixer.

    Video Tags:Lance AcordPark PicturesSaatchi & Saatchi LA



    Ad Council and McCann NY Lend An Ear, Show That “Listening Is A Form Of Love”

    Friday, December 20, 2024

    Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.

    The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.

    The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.

    There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.

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