This CP+B PSA for Boys and Girls Clubs of America, which received a New York Times writeup today, is a little frightening.
It’s far cry from the generally upbeat messages this group has shared in the past. If anything, it reminds us of the famous “It’s 10 PM. Do you know where your children are?” line (which was not a paid ad but was created by an on-air promoter).
The copy goes on to clarify:
“…they’re out on their own, out with nowhere to go, out with nothing to do, out all afternoon when anything can happen.”
Now we’re scared–and we always knew not to play on the train tracks or accept gifts from strangers.
CP+B CD Sue Anderson told Andrew Adam Newman that it’s all about fundraising, because parents will be more likely to give when they sense that the kids’ safety depends on their donations.
Effective! For the music snobs in our audience, we’d also like to note the excellent use of “Fratres” by our greatest living composer, Arvo Pärt. Yes, we hate superlatives too, but it’s true.
CREDITS
FORMAL CLIENT NAME: Boys and Girls Clubs of America
CAMPAIGN TITLE: 3 p.m.
EXECUTION TITLE: “50 Million”
AGENCY: CP+B
VP/EXECUTIVE CREATIVE DIRECTOR(s): Sue Anderson
CREATIVE DIRECTOR(s): Hoj Jomehri
SR. ART DIRECTOR(s): Mary Dauterman
SR. COPYWRITER(s): Chelsea O’Brien
VP / Director of Video Production: Kate Hildebrant
VP / SENIOR INTEGRATED PRODUCER: Ramon Nuñez
JUNIOR PRODUCER: Autumn Hines
INTEGRATED PRODUCER (Music): Chip Herter
SR. BUSINESS AFFAIRS MANAGER: Natalie Greenman
PRODUCTION COMPANY & CITY: Little Minx, Santa Monica, CA
DIRECTOR: Rodrigo Prieto
EXECUTIVE PRODUCER (PRODUCTION CO): Rhea Scott / Rania Hattar
LINE PRODUCER: Jan Wieringa
PRODUCTION SUPERVISOR: Tim Nolan
POST PRODUCTION & CITY: Black Hole, Santa Monica, CA
POST PRODUCTION PRODUCER: Dale Nicholls
LEAD COMPOSITOR: James Bohn
EDITORIAL COMPANY & CITY: Lost Planet, Los Angeles, CA
EDITORIAL EXECUTIVE PRODUCER: Gary Ward
EDITORIAL PRODUCER: Tim Kirkpatrick
EDITOR: Hank Corwin
ASSISTANT EDITOR: Federico Brusilovsky
COMPOSER: Arvo Pärt
SOUND DESIGN COMPANY & CITY: LIME STUDIOS
SOUND DESIGNER: Richard Devine
MIX STUDIO: Lime Studios, Santa Monica, CA
MIX PRODUCER: Jessica Locke
MIXER: Mark Meyuhas
MIX ASSISTANT: Matt Miller
GRAPHICS COMPANY: Elastic, Santa Monica, CA
GRAPHICS PRODUCER: Jamie McBriety, Carol Collins
VP/ GROUP ACCOUNT DIRECTOR: Ryan Skubic
CONTENT MANAGER: Dana Fors
COGNITIVE ANTHROPOLOGIST: David Measer
VP / GROUP EXECUTIVE PRODUCER, INTERACTIVE: Ryan Moreno
MOTION DESIGN DIRECTOR: Andrew Schulman
JUNIOR PRODUCER, INTERACTIVE: Nikki Nelson