Creativity

Beloved Badass Danny Trejo Shines a Light on the 'Tougher Than Tough' Job of Male Caregiving

Campaign From the Ad Council and AARP Celebrates Unsung Hero

By Ann-Christine Diaz. Published on Apr 10, 2017

Editor's Pick

Lovable tough guy Danny Trejo shines a light on an unsung hero in a new campaign from DDB New York, for the Ad Council and the AARP.

In the ads, directed by Tim K out of Bullitt, Trejo is as invincible as ever as he sets himself aflame, knits chain mail and tats up his abs with a drill. But he's no match a bigger badass -- a "tougher than tough" male caregiver, who spends his days tending to the needs of his elderly father, without making a cent.

The spots intercut scenes of Trejo's hilarious daredevil moves with poignant moments of a middle-aged man feeding, shaving and lifting his dad. It then directs viewers to aarp.org/caregiving, where they can get advice on providing care to loved ones in need.

The campaign is meant to showcase the changing landscape of caregiving in the U.S. and highlight men's place within it. According to the campaign release, men represent 4 in 10 of the 16 million family caregivers in the U.S., yet many of them don't feel comfortable about it.

But from here on out, they should know Uncle Machete has got their back.

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About

Credits

Date
Apr 10, 2017
Agency:
DDB New York
Client:
AARP
Director:
Tim K.
Production Company:
Bullitt
Senior Copywriter:
Turan Tuluy
Senior Art Director:
Mina Mikhael
Chief Production Officer:
Madison Wharton
Head of Production:
Ed Zazzera
Executive Producer:
Chris Klein
Manager Art Buying:
Jane Piampiano
Print Producer:
Joan Elsesser
Account Director:
Lauren Neuman
Account Supervisor:
Caroline Uffelman
Associate Planning Director:
Neil Simpson
Production Company:
Bullitt
CEO/Executive Producer:
Todd Makurath
Executive Producer:
Luke Ricci
Head of Production:
Jenni Sprunger
Line Producer:
Vincent Oster
Editorial Company:
Cut & Run
Editor:
Joel Miller
Assistant Editor:
David Belizario
Executive Producer:
Lauren Hertzberg
Senior Producer:
Joanna Hall
Producer:
Johanna Hall
Color:
The Mill
Producer:
Natalie Westerfield
Colorist:
Mikey Rossiter
VFX/Conform:
Jogger
Flame Artist:
Joseph Grosso
Assistant Flame Artist:
Matthew Dolven
Producer:
Wendy Gardner
Music:
Felt Music
Music Director:
Natalie Dickens
Audio:
Duotone Audio Group
Audio Engineer:
Andy Green
Executive Producer:
Greg Tiefenbrun
Executive Creative Director:
Lucas Panizza
Chief Creative Officer:
Icaro Doria

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