MINNEAPOLIS, June 9 /PRNewswire/ -- Martin|Williams Advertising was honored last night at the annual Association of Independent Commercial Producers (AICP) Show in New York for its work on behalf of the Partnership for a Drug-Free America. The AICP show celebrates the artistry of advertising appearing in moving image media, and those who excel in the craft. Martin|Williams was honored in the Public Service Announcement category for its spot entitled "Birth," which it produced pro bono for the Partnership for a Drug-Free America.
The 30 second spot shows a woman in a hospital giving birth to a teenage boy. The "newborn" teen, wet and naked, eyes his mother sullenly and heads for the door, but his mother stops him with a sternly delivered "Don't even think about going to Kevin's."
"It takes one powerful mother to have a teen," states the ending voiceover. "Learn how to keep yours safe and stay sane at drugfree.org."
As part of the agency's "One Powerful Mother" campaign, the spot was designed to appeal to mothers with encouraging messaging about their abilities to influence their teens and keep them away from drugs. The agency's work on the campaign also includes print and online components.
"So much advertising in this category uses scare tactics, and they don't work," said Tom Moudry, chief creative officer. "Instead of appealing to parents' fears, we wanted to use a humorous approach to deliver the message—it can be challenging having a teen, but there are resources out there to help."
In addition to Moudry, other Martin|Williams team members involved with the spot include David Richardson, group creative director, art director; Julie Kucinski, group creative director, writer; and Stan Prinsen, producer, director of production. The spot was directed by Jim Gartner of commercial production company Gartner, Los Angeles, CA. The spot was edited by Paul Martinez of Arcade Edit, Los Angeles, CA.
The AICP show was held on Tuesday, June 8 at The Museum of Modern Art (MoMA) in New York. Some 2,000 members of the advertising and production industry were in attendance for the hour-long screening of the year's honorees. Following its premiere at MoMA, the show will tour museums and cultural institutions around the country and abroad. The Minnesota chapter of the AICP will screen the show at the Guthrie Theater in October. The Partnership for a Drug-Free America spot will also become part of the archives of the Department of Film at MoMA.
The honor marks the second time in 10 years that Martin|Williams has been recognized at the show. The agency's work for Lincoln Financial was also selected in 2001. More than 300 judges from across the country, and a blue ribbon Curatorial Committee comprised of distinguished members of the industry from advertising agencies, production companies, editorial companies, and many others selected the honored work. The 2010 honorees and the entire show archive are available online at www.aicpshow.com. To view the Partnership for a Drug-Free America spot online, visit www.martinwilliams.com.
Martin|Williams Advertising (www.martinwilliams.com) is part of Martin|Williams, Inc., a Minneapolis-based full-service communications agency that is part of Omnicom Group Inc. (www.omnicomgroup.com). Operating units of Martin|Williams, Inc. include Martin|Williams Advertising; TripleInk (international and cross-cultural communications); and Karwoski & Courage Public Relations.
Founded in 1972, the AICP represents, exclusively, the interests of United States companies that specialize in producing commercials in various media—film, video, digital—for advertisers and agencies. The association, with national offices in New York and Los Angeles as well as regional chapters across the country, serves as a strong collective voice for this $5-plus billion industry, disseminating information; representing the production industry within the advertising community, in business circles, in labor negotiations and before governmental officials; developing industry standards and tools; providing professional development; and marketing American production.
SOURCE Martin|Williams Advertising