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    The Best Work You May Never See: Ad Council, AFSP, NAMI and Droga5 Roll Out PSAs Promoting The Power Of Connection To Combat Isolation

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    The “Seize the Awkward” campaign, a partnership between the American Foundation for Suicide Prevention (AFSP), The National Alliance on Mental Illness (NAMI) and the Ad Council, has unveiled PSAs from Droga5 encouraging teens and young adults to check in with their friends, particularly those who may be struggling. It’s an important message to impart not only this Mental Health Awareness Month but year ‘round.

    Ad Council research finds that teens and young adults crave connection and emotional support, but many struggle to express that need–which can lead to feelings of isolation and loneliness. Directed by Fenn O’Meally via production house SMUGGLER, the “Let’s Be Real” PSAs–including this anthem spot–show that small, intentional moments of connection can make a meaningful difference in supporting a friend’s mental health.

    According to Ad Council research, 54% of teens and young adults (16-24) facing mental health challenges usually turn to friends for support, ahead of parents, caregivers or professionals.

    “This powerful new work is grounded in a simple truth: you don’t need the perfect words to show up for a friend,” said Ad Council chief campaign and program officer Heidi Arthur. “For eight years, in collaboration with our partners, ‘Seize the Awkward’ has continually evolved to meet the needs of young people today, and young people need real human connection.”

    The new PSAs feature original music from a collaboration between Grammy Award-winning producer and artist Lil Silva and award-winning singer-songwriter and producer Sampha. By depicting informal and intimate moments between friends, with minimal or unheard dialogue, the films remind viewers that being a good friend doesn’t mean you have to know exactly what to say–it’s about being present and being real.
    “So many people are nervous about saying the right thing to a friend in need. We wanted to create work where the words didn’t matter,” said Kevin Brady, executive creative director at Droga5. “So, we removed dialogue and created an atmosphere that showed the power real friends have just by checking in.”

    The PSAs will run nationwide in donated placements across broadcast, digital, social, and out-of-home platforms, and will also be supported by custom content in partnership with Pinterest, Snapchat and TikTok, among others.

    Credits

    Clients Ad Council, American Foundation for Suicide Prevention (AFSP), National Alliance on Mental Illness (NAMI) Agency Droga5 Mark Green global CEO; Rafael Rizuto, chief creative officer; Emma Montgomery, global chief strategy director; Chioma Aduba, president; Ruben Mercadal, global head of production; Kevin Brady, executive creative director; Temnete Sebhatu, Joe Russomano, creative directors; Viktoria Burak, designer; Dave Stephenson, executive producer; Ally Churchwell, sr. film producer; Ariana Narang, associate producer; Diana Gonzalez, group strategy director; Lauren Hong, sr. strategist. Production Company SMUGGLER Fenn O’Meally, director; Carlin Wilson-Webb, exec producer; Manny Caston, line producer; Drew Daniels, DP. Editorial New International Picture Company Carla Luffe, editor; Sean Ellam, assistant editor; Carlin Wilson-Webb, exec producer; Ray Konsky, producer. Color Grade Color Ethos Dante Pasquinelli, colorist; Nat Tereshchenko, color producer. Finishing Preymaker Melissa Stephano, producer. Music Lil Silva and Sampha, artists. Arrangement & Additional Music Found Objects Sound Design & Mix New International Picture Company Kevin Koch, sound design & mix; Ray Klonsky, exec producer.

    Media Type:Commercial: PSA
    Video Tags:Ad CouncilDroga5Fenn O'MeallySmuggler



    Vue, Hijinks and Director Taika Waititi Author “Feel It Forever” Love Letter To Cinema

    Friday, May 1, 2026

    Theater chain Vue is inviting cinemagoers to “Feel It Forever” in this brand film created by London-based ad agency Hijinks and directed by Taika Waititi. The campaign, commissioned by Vue, is a cinematic celebration showcasing the power of the big screen experience and forms a love letter to cinema, showing how stories, characters and emotions never leave us.

    The two minute “Feel It Forever” film, which will air before all screenings across Vue’s European estate, as well as on social, connected TV, and digital channels, forms part of a wider campaign promoting a refreshed brand platform for Vue to highlight how its continued focus on the customer experience draws audiences into moments of awe that leave a lasting impact.

    “Feel It Forever” revolves around a visual metaphor where cinemagoers are followed around by characters from all the films they’ve seen throughout their lives, highlighting how the feelings sparked by watching a film on the big screen never truly leave us.

    We first see a young woman and a young man moving through a city, locking eyes and flirting along the way. Aerial shots reveal that everyone around them has their own line of characters following them around, with children carrying fewer characters with them as a result of having seen fewer films. The couple arrive at a Vue venue for a first date, experiencing the ultimate big screen moment. As they leave, new characters join their lines, and we see streams of characters follow every cinema-goer across the city.

    The work visualizes how stories, emotions, and characters from film can live on long after the credits roll. Waititi, who shot the film with production company Hungryman on location in New Zealand and London, commented: “This is an epic love... Read More

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