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    The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”

    By SHOOTNo Comments552 Views

    As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.

    The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling–but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.

    “When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”

    6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report. This data emphasizes the call to action for continued efforts in suicide prevention.

    “These powerful stories reveal how the loved ones of Veterans often become their strongest supporters, motivating them to seek help,” said Bo Bradbury, SVP and managing director at GSD&M. “With ‘The Bravest Thing,’ we aim to ensure that both Veterans and their loved ones use the available resources and feel supported throughout their journey.”

    Director Muir is an alum of SHOOT’s 2019 New Directors Showcase.

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    Credits

    Client Ad Council Nicholas Sugai, VP/group campaign director; Meghan Moloney, campaign manager; Clarke Williams, assistant campaign manager; Stephanie Addo Wulff, manager, creator for good. Client U.S. Department of Veterans Affairs (VA) Agency GSD&M Jay Russell, chief creative officer; Maria D’Amato, executive creative director; Jeff Maki, SVP/group creative director; Dominique Monet, Michelle Grant, creative directors; David Miller, sr. art director; Blake Stephens, copywriter; Ramsey Chandler, jr. art director; Becky Carrel, executive producer; Spencer Gilliam, sr. producer; Marilyn Rose, sr. art producer; Michele Head, studio supervisor; Kate Gunning, strategy director. Production Company SMUGGLER Andre Muir, director; Jaclyn Larson, exec producer; Ashley Roberts, line producer; Boma Pennebaker, 1st AD; Brandon Hoeg, DP. Editorial GSD&M Johnny Fuchs, editor. Finishing & Color Coffee & TV Lewis Crowfield, colorist. Audio Mix Howdy Sound Music Macabre

    Media Type:Commercial: PSA
    Video Tags:Ad CouncilAndre MuirGSD&MSmuggler



    Father-Daughter Farming Duo’s Story Is At Center Of Lay’s Super Bowl Spot Directed By Taika Waititi

    Thursday, February 5, 2026

    Fresh off Lay’s 2025 beloved Super Bowl spot, “The Little Farmer,” and a global brand refresh, comes a brand-new commercial airing in the first half of the big game on Feb. 8.

    Titled “Last Harvest,” the new emotionally driven ad follows a father-daughter potato farming duo as they pass down generations of potato harvesting knowledge, showcasing a true legacy in the agriculture community. Academy Award winner (Jojo Rabbit) Taika Waititi directed “Last Harvest” via production house Hungry Man for agencies Highdive and Frito-Lay in-house shop D3. Waititi brought his signature storytelling style to this year’s Lay’s ad, just as he did with “The Little Farmer.”

    Set against a moving rendition of “Somewhere Only We Know” (originally recorded by English rock band Keane), “Last Harvest” weaves through heartfelt flashbacks, shining a light on the family-owned farms behind many of Lay’s potato chips.

    “Last Harvest” was inspired by Neumiller Farms in Illinois, a family farm that Lay’s parent PepsiCo has worked with for decades. It’s a third-generation potato and vegetable farm now run by father and daughter team Tom Neumiller and Katie Floming, who grow 3,500 acres of potatoes annually. Their farm plays a vital role in the Lay’s story, with Tom now guiding Katie as she prepares to lead the farm’s next chapter.

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