These commercials were the answer to our client's request to "put something on television that has never been on television before." With an annual budget a fraction of the nearest competitor's, we set out to break new ground with a campaign of bold and daring commercials. Born from the legendary "Real Life, Real Answers" campaign created well over a decade before, the challenge was finding new situations that had not previously been explored on network television and use the medium of television as a catalyst for a national conversation.
Amongst some of the ground-breaking work is the story of a lesbian couple bringing home their adopted daughter from Asia. The spot was given the title of "Commercial of The Decade" by GLADD for being the first ever commercial featuring a lesbian couple - well before it was mainstream.
Before people were talking about "creating buzz" or "targeting influencers" this campaign was written about in virtually every major newspaper in the country including The New York Times, The Wall Street Journal and USA Today. It also inspired tens of thousands of viewers to write letters and emails - both in support, and in protest. I even received a death threat at the time.
In this campaign I have both writer and art director credit as well as Associate Creative Director.