Creativity

How to Wake Up a Teen (Hint: Loud Noises Don't Work) According to Ad Council's Adoption PSA

Campaign Links With 'What to Expect When You're Expecting' Childcare Guide

By Alexandra Jardine. Published on Sep 28, 2017

Editor's Pick

The Ad Council's campaign with adoption organization AdoptUSKids is evolving its idea that you don't have to be a perfect parent to adopt with a funny and touching campaign about adopting teenagers that's inspired by babycare guide "What to Expect When You're Expecting."

Agency KBS collaborated with the authors and illustrator of "What to Expect When You're Expecting" on the campaign, which includes TV, out-of-home, print and digital. The idea of the TV spots and digital videos is to feature well-intentioned moms and dads attempting to give new parents of teens step-by-step parenting tutorials. The first shows a couple trying in vain to demonstrate how to wake their adopted teenage son in the morning. Trumpet playing, loud vacuuming and getting the dog to lick him are all useless. It's only when they go downstairs to fry bacon that they unwittingly succeed--and are rewarded by a big hug.

The spot was directed by Josh Soskin of Hey Baby Films. It will be followed by another spot that will demonstrate how to teen-proof your home.

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About

Credits

Date
Sep 28, 2017
Agency:
KBS
Chief Creative Officer:
Patrick Scissons
Client:
Ad Council/Adopt US Kids
Executive Creative Director:
Michele Kunken
Creative Director:
Kevin Gentile
Sr. Copywriter:
Meredith Young
Sr. Art Director:
Stephanie Del Rosal
Global Head of Production:
Madison Wharton
Head of Production:
Jenny Read
Content Producer:
Ariana Ekonomou
Executive Content Business Affairs Manager:
Andrea Fagan
Business Director:
Mike Levitt
Business Director:
Elizabeth Asselin
Production Company:
Hey Baby Films
Director:
Josh Soskin
Director of Photography:
Jonathan Freeman
Executive Producer:
Johnny Parker
Head of Production:
Emi Lofgren
Line Producer:
Jason Manz
Production Designer:
Walter Pluff
Assistant Director:
Peter Jackson
Editorial Company:
NO6
Editor:
Justin Quagliata
Assistant Editor:
Ling Chua
Executive Producer:
Corina Dennison
Producer:
Malia Rose
Finishing Company:
NO6
Senior Flame Artist:
Ed Skupeen
Assistant Flame Artist:
Mark Reyes
Music Company:
APM
Audio Mix Company:
Sound Lounge
Audio Mixer:
Seth Phillips
Color Company:
NO6
Colorist:
Mathew Rosenblum
Illustrator:
Karen Kuchar

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