In a bid to address California’s ongoing water crisis, the “Tough Love” campaign has been unveiled by Save Our Water, an organization dedicated to water conservation. The campaign features the dynamic duo of Danny Trejo and Niecy Nash, who deliver hard-hitting yet humorous messages and suggestions on preserving California’s precious water supply.
Crafted by AOR, The Shipyard, under the direction of Alice Mathias from Gifted Youth, and skillfully edited by Daniel Luna of the bicoastal Union, this innovative campaign aims to capture attention and inspire change.
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It comprises a captivating 60-second hero spot, accompanied by shorter 45, 30, and three 15-second versions.
The campaign kicks off with Danny Trejo making unexpected appearances, from a man’s shower (fully clothed) to a washing machine, where he sternly advises against wasteful water use. However, Trejo also showcases his softer side, folding laundry and even using his own hair to water a plant while reminding viewers that every drop counts.
Niecy Nash joins the campaign in a garden setting, offering her trademark charm and determination to help a couple reconsider their landscaping choices from an eco-conscious perspective. Nash reinforces Trejo’s message by highlighting the significant water savings achieved by doing full loads of laundry, an impressive 45 gallons per wash. Watch below:
REELated:
Daniel Luna, who expertly edited the campaign, described it as a tremendously enjoyable experience. Trejo’s iconic presence and Nash’s classy, gentle-yet-firm approach contributed to the campaign’s overall success.
This “Tough Love” campaign serves as a crucial reminder of the ongoing water conservation efforts needed to combat California’s water scarcity issue. With these two beloved celebrities leading the charge, the hope is that more Californians will embrace water-saving habits and contribute to the conservation of this precious resource.
CREDITS:
BRAND: Save Our Water
AGENCY: The Shipyard/Sacramento
- Executive Creative Director: Kerry Krasts
- Creative Director: Mauro Borges
- Associate Creative Director: Eric Davis
- Sr. Copywriter: Erna Adelson
- VP of Production: Liz Ross
- Sr. Producer: Jackie Robles
- Jr. Produce: Brittany Bartle
PRODUCTION COMPANY: Gifted Youth/LA
- Director: Alice Mathias
- HOP: Cat Craven-Griffiths
- EP: Josh Morse
- Line Producer: Michele Abbott
EDIT: Union Editorial/LA
- Editor: Daniel Luna
- Assistant Editor: Otto Mertins
- Editorial EP: Joe Ross
TELECINE: Trafik
- Colorist: Mark Gethin
- Producer: Angela Zappella
POST: Hunter
- VFX Artist(s): Maury Rosenfeld, Carolyn Woods
- Graphics Artist: Mannix Rickenbacher
- EP: Logan Aries
MUSIC: Asche & Spencer
Audio Post: Hunter
Mixer: Milos Zivkovic
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