This commercial titled “Things” introduces us to a spaghetti-covered toddler named Gus who's a messy handful. We then learn that Gus doesn’t know he has a “thing” (an illness) that could change his world. But because Sutter Health doctors know what that “thing” is, they can help him get rid of it. As a result, one day Gus can grow up to invent a “thing” (a highly complicated looking piece of electronics) that will change the world.
Malcolm Venville of Anonymous Content directed this spot for San Francisco Bay Area-based Sutter Health out of agency Arnold Worldwide.
Credits
Client Sutter Health Agency Arnold Worldwide Jim Elliott, global chief creative officer; Wade Devers, managing partner, executive creative director; Chris Valencius, SVP, group creative director; John Simpson, SVP, creative director; Gregg Nelson, VP, creative director; Rua Perston, associate creative director-art; Matt Cramp, associate creative director-copy; Gordon Chislett, associate design director; Miki Turner, copywriter; Bill Goodell, EVP, director of content production; William Near, SVP, broadcast producer; Alissa Feldbau, assistant broadcast producer; Karin Wood, SVP, director of planning. Production Anonymous Content Malcolm Venville, director; Eric Stern, managing director/executive producer; SueEllen Clair, executive producer/production; Kerry Haynie, head of production; Jeff Tanner, producer; Joan Duff, production supervisor. Editorial/VFX Lost Planet & Black Hole Charlie Johnson and Max Koepke,editors; Krystn Wagenberg, exec producer; Casey Cayko and Felix Cabrera, producer. Audio Soundtrack Boston Mike Secher, engineer. Music Singing Serpents Dennis Culp, producer. Color Company 3 Tim Masick, colorist.
Each year, over 300,000 volunteers power the American Red Cross, responding to an average of 65,000 disasters nationwide. This holiday season, BBDO New York has launched a poignant American Red Cross campaign to increase donations for disaster relief while spotlighting the critical role volunteers play in their mission.
The centerpiece film in this campaign--"Shelter Mom" directed by Anthony Frattolillo via production company One Free Play--tells the story of a family seeking shelter after a devastating natural disaster.
In a powerful twist, the PSA reveals how dedicated and selfless American Red Cross volunteers really are--in this case a mother separated from her family while helping other families in a time of need. The closing message drives home the call to action: “They’re relying on her. We’re relying on you. Please Donate.”
Given all the recent events, this spot really hits home, especially for certain members of the creative and production team. Director Frattolillo and his family had to evacuate from the California forest fires in 2020 and spent time in a shelter. And BBDO New York creative director Greg Gertsner had to evacuate in 1999 during Hurricane Floyd as overflow from a raging nearby river reached his family home.
