Beloved Badass Danny Trejo Shines a Light on the 'Tougher Than Tough' Job of Male Caregiving
Campaign From the Ad Council and AARP Celebrates Unsung Hero
Editor's Pick
Lovable tough guy Danny Trejo shines a light on an unsung hero in a new campaign from DDB New York, for the Ad Council and the AARP.
In the ads, directed by Tim K out of Bullitt, Trejo is as invincible as ever as he sets himself aflame, knits chain mail and tats up his abs with a drill. But he's no match a bigger badass -- a "tougher than tough" male caregiver, who spends his days tending to the needs of his elderly father, without making a cent.
The spots intercut scenes of Trejo's hilarious daredevil moves with poignant moments of a middle-aged man feeding, shaving and lifting his dad. It then directs viewers to aarp.org/caregiving, where they can get advice on providing care to loved ones in need.
The campaign is meant to showcase the changing landscape of caregiving in the U.S. and highlight men's place within it. According to the campaign release, men represent 4 in 10 of the 16 million family caregivers in the U.S., yet many of them don't feel comfortable about it.
But from here on out, they should know Uncle Machete has got their back.
Credits
- Date
- Apr 10, 2017
- Brand :
- AARP
- Client :
- AARP
- Agency :
- DDB-New York
- Director :
- Tim K.
- Production Company :
- Bullitt
- Senior Copywriter :
- Turan Tuluy
- Senior Art Director :
- Mina Mikhael
- Chief Production Officer :
- Madison Wharton
- Head of Production :
- Ed Zazzera
- Executive Producer :
- Chris Klein
- Manager of Art Buying :
- Jane Piampiano
- Print Producer :
- Joan Elsesser
- Account Director :
- Lauren Neuman
- Account Supervisor :
- Caroline Uffelman
- Associate Planning Director :
- Neil Simpson
- Production Company :
- Bullitt
- Chief Executive Offier/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
- Producer :
- Johanna Hall
- Color :
- The Mill
- Producer :
- Natalie Westerfield
- Colorist :
- Mikey Rossiter
- Visual Effects/Conform :
- Jogger
- Flame Artist :
- Joseph Grosso
- Flame Artist :
- Matthew Dolven
- Producer :
- Wendy Gardner
- Music :
- Felt Music
- Music Director :
- Natalie Dickens
- Audio Producer :
- Duotone Audio Group
- Audio Engineer :
- Andy Green
- Executive Producer :
- Greg Tiefenbrun
- Executive Creative Director :
- Lucas Panizza
- Chief Creative Officer :
- Icaro Doria
Need a credit fix? Contact the Creativity Editors