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Autism Speaks: Lifetime of Difference
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To mark World Autism Awareness month, BBDO NY and Autism Speaks have partnered to create a one-of-a-kind, one time, :60 commercial message that helps raise awareness of autism and to encourage parents to look for the early signs of autism because early intervention can make a "Lifetime of Difference".
What makes this effort unprecedented is that the :60 message is actually made up of four, stand-alone, short :15 commercials woven together in one seamless story that features the same family as they take what appears to be a healthy journey through their child’s upbringing, having coped successfully with the challenges of autism. It begins with a family visit to a pediatrician, and then is followed by a series of short commercials for BBDO clients like Campbell Soup Company and AT&T Wireless. As viewers watch the commercials, they will notice changes in the four to six year span between each advertiser’s spot. The same parents appear in each commercial as the young boy grows up, interacting with his family in everyday situations involving each of these client products. The last story shows the heroic young man in graduation gear as copy states, “You just saw how early diagnosis can make a lifetime of difference. Watch again and learn the signs at www.autismspeaks.org/signs.” The film aired live this morning during CNN’s New Day. For those who missed the one-time airing, the spot can be watched (and rewatched) at http://youtu.be/sVhKqic5zJk There is also additional b-roll footage for visitors to dig deeper and learn more, including interviews with the first time actor, Reece Bowen who has autism, and his father, who both appear in the spot.
Director of Integrated Production (BBDO): Dave Rolfe Related |
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