Ad Council and AARP: Tougher than Tough by DDB New York

Date: Apr 2017
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The Ad Council and AARP have tapped Breaking Bad's "ultimate tough guy" Danny Trejo to star in a campaign about the toughness it takes to be a male caregiver. Created by DDB New York, the campaign is the first-ever PSA to address the "largely unrecognized population" of men who provide unpaid care for their aging parents and loved ones. The insight behind the PSA is that even though the stereotypical family caregiver tends to be female, men actually represent four in 10 unpaid caregivers in the U.S., according to the AARP. Even so, some men feel uncomfortable discussing this aspect of their lives, which is why the AARP and Ad Council have rolled out this humorous campaign starring Trejo in which the actor praises (and even gets a tattoo of) a "warrior" who "does the work of two jobs but only gets paid for one" and "has the crazy strength to lift the man who raised him up without even flinching."

Credits

CCO: Icaro Doria

ECD: Lucas Panizza

Senior Copywriter: Turan Tuluy

Senior Art Director: Mina Mikhael

Chief Production Officer: Madison Wharton

Head of Production: Ed Zazzera

Executive Producer: Chris Klein

Manager Art Buying: Jane Piampiano

Print Producer: Joan Elsesser

Account Director: Lauren Neuman

Account Supervisor: Caroline Uffelman

Associate Planning Director: Neil Simpson

Production Company: Bullitt

Director: Tim K

CEO/Executive Producer: Todd Makurath

Executive Producer: Luke Ricci

Head of Production: Jenni Sprunger

Line Producer: Vincent Oster

Editorial Company: Cut & Run

Editor: Joel Miller

Assistant Editor: David Belizario

Executive Producer: Lauren Hertzberg

Senior Producer: Joanna Hall

Executive Producer: Lauren Hertzberg

Producer: Johanna Hall

Color: The Mill

Producer: Natalie Westerfield

Colorist: Mikey Rossiter

VFX/Conform: Jogger

Flame Artist: Joseph Grosso

Assistant Flame Artist: Matthew Dolvin

Producer: Wendy Gardner

Music: Felt Music

Music Director: Natalie Dickens

Audio: Duotone Audio Group

Audio Engineer: Andy Green

Executive Producer: Greg Tiefenbrun

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