Back in May of this year, NFL star receiver Larry Fitzgerald of the Arizona Cardinals, attained his Bachelor’s in Communication degree from the University of Phoenix, marking the completion of a promise he made to his mother in 2003 before he lost her to breast cancer. In the years following her death, he revealed that he would call his childhood home in St. Paul, Minnesota, to hear her voice recorded on the answering machine. In the TV spot “Voicemail,” Larry calls home, and this time leaves a message, thanking her for inspiring him not only as a student but as a son and father.
Larry’s message to his mom was unrehearsed. His message in the spot was the first and only take filmed.
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Credits
Client University of Phoenix Agency 180LA William Gelner, chief creative officer; Eduardo Marques, Rafael Rizuto, executive creative directors; Wilson Mateos, creative director; Alex Goulart, associate creative director/copywriter; Joao Madeiros, associate creative director/art director; Natasha Wellesley, head of integrated production; Michael Quinones, producer. Production Tool of North America John X. Carey, director; Oliver Fuselier, managing partner, live action; Nancy Hacohen, exec producer; Leslie Owen, producer. Editorial Whitehouse Post Martin LeRoy, editor; Nick O’Neill, assistant editor; Joni Williamson, exec producer; Jennifer Mersis, producer. Postproduction Carbon VFX Matt McManus, exec producer; Devon Irete, producer; Peter Mayor, lead Flame artist; Jim Gomez, Flame assistant. Telecine The Mill Gregory Reese, colorist; Thatcher Peterson, exec producer; Diane Valera, producer; Robert Cohen, color coordinator. Music Human Craig DeLeon, composer; Kamela Anderson, producer.
Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
holidays alone.
Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”
BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”
