BBDO New York has brought together three of its clients to help deliver a one-of-a-kind, onetime :60 commercial message designed to help raise awareness of autism and encourage … read moreparents to look for early signs. The "ad" is timed to debut at the end of April, which is Autism Awareness Month. The message, "Early diagnosis can make a lifetime of difference." But 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 a 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 short commercials for 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 these clients' 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."
read less...
