When tech fails, the forest helps a dad connect with his curious daughter

No AI can offer the answers that nature can, says new Ad Council spot fom David & Goliath

Published On
Aug 23, 2018

Editor's Pick

It's tempting to think technology has all the answers, but not every question can be handled by AI. When it comes to pondering the natural world and the feelings it can invoke in us, it's better to go to the source.

In a new Ad Council spot for the U.S. Forest Service, a dad and daughter duo do just that. When virtual assistant "Bobo" can't figure out if trees tell each other stories (they do), the pair heads out to the woods to explore deep mysteries.

Do clouds take naps? Can birds draw pictures? The internet keeps drawing a blank, so daughter finally turns to dad's expertise and gets the answer she's looking for.

The 60-second TV spot is directed by "Silicon Valley" actor Matt Ross and was created by David & Goliath as part of a campaign celebrating the 50th anniversary of the National Trails System Act, which commissioned the well-traveled hiking and walking routes so many Americans enjoy. The campaign also includes out-of-home, digital and social placements driving audiences to DiscoverTheForest.org.


Aug 23, 2018
Brand :
U.S. Forest Service
Founder & Chairman :
David Angelo
Chief Creative Officer :
Bobby Pearce
Creative Director :
Marcelo Padoca
Creative & Art Director :
Fernando Reis
Senior Art Director :
Kristopher Wong
Associate Creative Director :
Chris Mead
Director of Broadcast Production :
Paul Albanese
Executive Producer :
Curt OBrien
Senior Broadcast Producer :
Brandon Kusher
Junior Producer :
Natalia Celis
Director of Digital Production :
Peter Bassett
Senior Digital Producer :
Noah Luger
Director of Print Services :
Meredith Walsh
Group Planning Director :
Andrew Lynch
Junior Strategist :
Delaney Thompson
Senior Social Media Strategist :
Natalie Gomez
Managing Director :
Robin Osborne
Assistant Account Executive :
Alexis Niekamp
Executive Director of Business and Legal Affairs :
Rodney Pizarro
Senior Business Affairs Manager :
Natasha Royzina
Production Company :
Director :
Matt Ross
Managing Director :
Charles-Marie Anthonioz
Executive Producer :
Valerie Romer
Producer :
Magali Selosse
Director of Photography :
Christopher Blauvelt
Music and Sound Design Company :
Music Producer/Partner/Owner :
Kito Siqueira
Music Producer/Partner/Owner :
Roberto Coelho
Client Services/Account :
Fernanda Costa
Production Coordinator :
Ana Lucia Cordeir
Production Coordinator :
Tina Aguiar
Arranger :
Mike Vlcek
Arranger :
Hurso Ambriffi
Arranger :
Daniel Lasbek
Editorial :
Arcade Edit
Editor :
Nick Rondeau
Asst. Editor :
Drew Neuhart
Asst. Editor :
Eirinn Disbrow
Managing Partner :
Damian Stevens
Executive Producer :
Crissy DeSimone
Head of Production :
Kirsten Thon-Webb
Sr. Producer :
Alexa Atkin
VFX Supervisor/Lead Compositor :
Jake Montgomery
Flame Artist :
Mark Holden
Flame Artist :
Miles Essmiller
Lead CG Lighter :
Brian Burke
CG Artist :
Jason Daoud
Producer :
Ashley Greyson
Executive Producer :
Asher Edwards

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