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.
Credits
Client Ad Council Anna Rodriguez, VP, campaign director; Deborah Leiter, SVP, group campaign director; Meghan Moloney, London Boyd, campaign managers. Agency McCann Shayne Millington, chief creative officer; Brian Steele, Daniel Prado, SVPs, group creative directors; Sam Altman, sr. copywriter; Lyns Descardes, sr. art director. Lucien Etori, chief strategy officer, McCann NY; Joe Calabrese, chief production o fficer, McCann NY; Tyler Neely, Olivia Whyte, sr. producers; Colleen Dahlstrom, sr. music producer. Production & Postproduction Greenpoint Pictures Alex Fischman Cardenas, director; Amalia Bradstreet, line producer; Mike Broome, DP; Ben Schwaeber, editor; Lexy Leeds, sr. post producer; Mikey Rossiter, colorist. Digital Production Viget Nathan Schmidt, Nathan Long, sr. UI developers; Owen Shifflett, art director; Carolyn Hack, platform developer; Nevin Morgan, sr. dev ops engineer. Music Racket Club Nick Crane, creative director/composer; Adrian Womack, sr. creative producer. Spanish Translation Casanova Julia Hernandez, management supervisor; Cesar Davila-Irizarry, copywriter; Elias Weinstock, VP executive creative director.
Ford shared details of its campaign across Europe to cement the relaunch of its legendary Capri nameplate as an electric vehicle, following a provocative and successful unveiling earlier this year.
Developed by Wieden+Kennedy London, the “Mischief Rewired” campaign initially premiered on U.K. TV screens from Boxing Day (12/26), disrupting modern ad breaks with vintage ads from the Ford Capri archives--rewired with a bolt of modern mischief. Now, the full three films are fully rolling out across Europe, including this one titled “Prowl” in which panthers stalk the car as it drives through the desert.
From the 1960s to the 1980s, the Ford Capri was the car of choice for stuntmen, musical icons and movie stars. Now, these films--directed by Fredrik Bond of MJZ, with Academy Award-nominated Rodrigo Prieto as DP--tell audiences that the legend is back in an all-new, electrified and mischievous form for the modern era.
Pete Zillig, director of marketing, Ford in Europe, commented, “When you say ‘The Legend is back’ you need to be all in. What better way to do that than use some of those classic old Capri ads as a springboard into Capri’s electric future. Very proud of this brave work that stands out boldly in a sea of EV sameness.”
David Colman, creative director at Wieden+Kennedy London, said, “To relaunch the Capri as a new electric vehicle, we wanted to tap into its iconic past. From its role as the go-to car for stuntmen to its appearances alongside music legends and movie stars, the Capri was a symbol of excitement, individuality, and style. The idea took shape when our creative team, Georgina Brisby and Marcelo Duarte, discovered the archive of legendary vintage Capri ads and suggested ‘rewiring’ them. With... Read More
