Fund Makes Emotional Return to TV | Adweek Fund Makes Emotional Return to TV | Adweek
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Fund Makes Emotional Return to TV

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LOS ANGELES The latest pro bono work for The Fulfillment Fund charity by Interpublic Group's McCann Erickson works on two levels, said the agency's executive creative director.

Whereas McCann's first campaign four years ago focused on mentors who guide teenagers with disadvantaged backgrounds toward college, new spots "focus on both the mentor and student, which is the heart of the relationship," said Richard Mahan. "We try to strike an emotional tone, and it's easy on this stuff. Every time you go to a meeting you end up pulling up Kleenex."

Mahan said the goal was advertising "as powerful as the moments the kids and their mentors experience." He said the campaign, which includes print, is intended to inspire people to be mentors and solicit donations to the charity.

In the "Julio and Doug" PSA, an adult talks with a Latino youth about going to a college fair and the teen's dream of going to UCLA or UC San Diego. The voiceover tagline: "Make dreams come true. Be the one, be a mentor." It is the first TV work for the fund since McCann, Los Angeles, took on the charity four years ago.

Pamela Edwards was the executive producer on the spot, which Ray Dillman of Gartner Films directed.

Actor Blair Underwood loaned his talent to the project, said Mahan, with the producers of his LAX series supporting the production.