How to Wake Up a Teen (Hint: Loud Noises Don't Work) According to Ad Council's Adoption PSA

Campaign Links With 'What to Expect When You're Expecting' Childcare Guide

Published On
Sep 28, 2017

Editor's Pick

The Ad Council's campaign with adoption organization AdoptUSKids is evolving its idea that you don't have to be a perfect parent to adopt with a funny and touching campaign about adopting teenagers that's inspired by babycare guide "What to Expect When You're Expecting."

Agency KBS collaborated with the authors and illustrator of "What to Expect When You're Expecting" on the campaign, which includes TV, out-of-home, print and digital. The idea of the TV spots and digital videos is to feature well-intentioned moms and dads attempting to give new parents of teens step-by-step parenting tutorials. The first shows a couple trying in vain to demonstrate how to wake their adopted teenage son in the morning. Trumpet playing, loud vacuuming and getting the dog to lick him are all useless. It's only when they go downstairs to fry bacon that they unwittingly succeed--and are rewarded by a big hug.

The spot was directed by Josh Soskin of Hey Baby Films. It will be followed by another spot that will demonstrate how to teen-proof your home.


Sep 28, 2017
Agency :
KBS-New York
Brand :
Ad Council/Adopt US Kids
Client :
Ad Council/Adopt US Kids
Chief Creative Officer :
Patrick Scissons
Executive Creative Director :
Michele Kunken
Creative Director :
Kevin Gentile
Senior Copywriter :
Meredith Young
Senior Art Director :
Stephanie Del Rosal
Global Head of Production :
Madison Wharton
Head of Production :
Jenny Read
Content Producer :
Ariana Ekonomou
Executive Content Business Affairs Manager :
Andrea Fagan
Business Director :
Mike Levitt
Business Director :
Elizabeth Asselin
Production Company :
Hey Baby Films
Director :
Josh Soskin
Director, Photography :
Jonathan Freeman
Executive Producer :
Johnny Parker
Head of Production :
Emi Lofgren
Line Producer :
Jason Manz
Production Designer :
Walter Pluff
Assistant Director :
Peter Jackson
Editorial Company :
Editor :
Justin Quagliata
Assistant Editor :
Ling Chua
Executive Producer :
Corina Dennison
Producer :
Malia Rose
Finishing Company :
Senior Flame Artist :
Ed Skupeen
Flame Artist :
Mark Reyes
Music Company :
Audio Mix :
Sound Lounge
Audio Mixer :
Seth Phillips
Color :
Colorist :
Mathew Rosenblum
Illustrator :
Karen Kuchar

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