KBS Celebrates Ten Years with AdoptUSKids

By Erik Oster 

KBS and AdoptUSKids is celebrating the tenth anniversary of partnership between the organizations with a campaign launching today in collaboration with U.S. Department of Health and Human Services and the Ad Council.

The ads promote adoption by showing how flawed parents still have a positive impact on children’s lives. In the 30-second “Treehouse,” for example, a father attempts to build a treehouse without following instructions, which doesn’t end well. In “Skating,” a mother attempts to roller skate with her children even though she doesn’t know how to skate, with predictable results. Both spots are narrated with a song sung by two pretty goofy guys, and promote keeping siblings together implicitly by showing adopted siblings in the ads (although this might be too easy for viewers to overlook). The ads end with the familiar “You don’t have to be perfect to be a perfect parent” tagline. Both spots will be unveiled today by JooYeun Chang, associate commissioner of the Children’s Bureau, at a DC event celebrating the tenth anniversary of the National Adoption Campaign.


Agency: KBS
Client: Ad Council/Adopt US Kids/Department of Health and Human Services
Co-Chief Creative Officers: Edward Brojerdi/Izzy Debellis
Creative Director: Kevin Gentile
Creative Director: Michael Abell
Art Director: Nigel Gross
Copywriter: Ben Cascella
Head of Content Production: Jenny Read
Senior Producer: Allyson Doody
Executive Content Business Affairs Manager: Andrea Fagan
Agency Account Supervisor: Douglas Christian
Agency Account Executive: Sydney Ferber
Advertiser’s Supervisors: Rowena Patrick, VP, Campaign Director, Ad Council; Mike Horvath, Campaign Manager, Ad Council; Elena Korn, Assistant Campaign Manager, Ad Council
Production Company: Independent Media
Director: Danny Leiner
Executive Producer: Susanne Preissler
Line Producer: Beth Aranda-Hodzic
Post Production: Cut + Run
Editor: Jon Grove