I was downstairs painting Thursday night, starting in on a new canvas when I heard a music track from the TV upstairs that immediately grabbed my attention.
It was the music we had created for an Infant Adoption Awareness commercial that I wrote and helped produce back in 2005 while working at Hughes.
That commercial has always been one of my favorites that I’ve written. It is simple, understated and delivers a powerful message at the end. The whole spot consists of a girl on a swing, coming in and out of the frame.
Each swing takes her higher, and with each swing, she knocks the type that’s on-screen out of the picture …
Like many kids,
A voiceover delivers the line, “To all those who give birth to, homes to, or just give thought to people adopted as infants … thanks for considering adoption.”
The whole purpose of the commercial was to raise awareness for the Infant Adoption Awareness Council of America. An adopted child is no different than any other child. So why not show a happy kid on a swing to help point that out?
We shot the commercial in Oakland, edited in San Francisco and used Elias Music to create the original score. That was more than a decade ago so I was truly surprised when I saw the commercial was still running.
Its message and ability to cut through the clutter was as strong now as it was back then.
That’s the power of Big Idea Thinking. That’s the power of BloodLines Creative.