Ad of the Day: Minute Maid Shows What Children Really Think of Their Parents

And it's not what you think

Most parents underestimate their parenting skills, at least compared to how their kids view them. That's the premise of Minute Maid's new "Doin' Good" campaign, breaking today.

The four-minute video from Doner Detroit asks at least six moms and dads, "How do you think you're doing?" The parents are surprisingly candid, with one mom saying bluntly, "I failed, I think on a daily basis, to live up to my own expectations. I question if I'm doing a good job." Another parent chimes in: "I love seeing the world in their eyes, but when I can't spend time with them, I do feel like I let them down sometimes."

Then we get their kids' perspectives with a nice mix of ages, from teenagers to elementary school children. The kids write their parents letters, which are are heartfelt—several of them explain the tough experiences their parents have gone through.

Ultimately, the parents get a new perspective on how they're handling their parenting skills.

The idea is a fun twist off of Minute Maid's "Put good in. Get good out" slogan and is part of a broader #doingood campaign that also includes partnering with bloggers, Facebook and YouTube to distribute the video and a new website.


Client: Minute Maid

Agency: Doner Detroit

President/CEO: David Demuth

Chief Creative Officer/Co-Ceo: Rob Strasberg

Executive Vice President/Executive Creative Director: Chad Ackley

Creative Directors: Jason Bergeron, Virgil Adams

Associate Creative Director: Anthony Moceri

Senior Art Director: Alex Drukas

Executive Vice President, Director of Content Production: Laurie


Executive Producer: Stacey Gizinski

Executive Vice President/Brand Leader: Monica Tysell

Senior Vice President/Brand Leader: Jim Vassallo

Vice President/Brand Leader: Adina Sigler

Production Co.: Tool

Director: John X Carey

Managing Director Live Action/Executive Producer: Oliver Fuselier

Managing Director – Digital: Dustin Callif

Executive Producer: Lori Stonebraker

Producer: Nadine Brown

Editorial Co.: Cut & Run

Executive Producer: Carr Schilling

Editor: Isaac Chen

Senior Producer: Adam Becht

Color Correction: CO 3

Executive Producer: Rhubie Jovanov

Colorist: Stefan Sonnenfeld

Finish: Jogger

Executive Producer: Lynne Mannino

Finish Artist: David Parker

Music: Keith Kenniff (Unseen Music)

Audio Post: Jay Scott (Ringside Creative)

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