PSA: Feeding Children Better

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"Ketchup Soup"

Creative Director: Thomas Hayo

Art Director: Thomas Hayo

Copywriters: Gianfranco Arena, Thomas Hayo, Peter Kain

Producer: Mary Cheney

Production Co.: Pytka, Venice, Calif.

Director: Joe Pytka

It is as gut-wrenching as it is heart-breaking. The purpose is to draw attention to the growing problem of poverty-plagued, undernourished children in the U.S. A mother is shown dawdling at a fast-food restaurant, surreptitiously grabbing dozens of packets of ketchup. Flash forward to the woman's rundown apartment, where she tears open the packets, mixes adds water and puts the pan on top of the stove to make soup.