Los Angeles-based content studio Human Interest Films is excited to announce its entry into the political media space through a new partnership with New York-based political strategy firm Siegel Strategies. Under the leadership of principals Jimmy Siegel and Miriam Hess, Siegel Strategies has distinguished itself as one of the most creative forces in the field. Siegel Strategies has been a powerful creative force behind campaigns for governors, mayors, attorneys general, and members of congress that garner attention, move numbers, and win elections.
Once again, Human Interest Films’ colleagues and friends are well-represented on this year’s short list for the Best Documentary Oscar. Bravo to alumni Caroline Waterlow and Tamara Rosenberg for their outstanding work on the documentary series O.J.: Made in America which is racking up tons of well-deserved awards. We are also thrilled for our mentor and spiritual guru Molly Thompson, executive producer of Life, Animated and for Owen Suskind and his dad Ron, the subjects of Life, Animated, whom we first got to know several years ago when we documented their story for Night of Too Many Stars: An Overbooked Concert for Autism Education. Earlier this year, colleagues Maritte Go and Brian Golden Davis crushed it at Sundance and Slamdance. Congratulations all around! Couldn’t be prouder of our talented team!
There was a time in the not so distant past when funny ruled advertising. Whether absurd and awkward, sharp and wry, or broad and ball-busting, comedy in all its forms was the dominant language in marketing. Then something changed. Quietly at first, then in a more pronounced fashion. In the beginning, certain people (not us) would find themselves discreetly, incredulously, wiping a tear from their eye while watching an ad online. These individuals might blame things like new parenthood on the lapse in steely resolve. “It’s nothing,” they’d say, brushing off the moist impact of a touching story, adding a defensive reminder that, c’mon, they weren’t made of stone!
But then, things began to escalate. The ad-induced tears flowed across the land, and even diehard cynics started admitting to welling up over commercials. And these weren’t just your public service announcements, carefully crafted to emotionally manipulate you into action on issues that were already emotional powder kegs. These were spots for shampoos, for Internet services, for banks, for soft drinks, for retailers, for peanut butter, for beer! They were contemplative, moving, and all scored with the Piano Chord of Emotion. Even Super Bowl viewers were no longer safe from baldfaced lunges at the cockles. Pretty soon the promise of a good cry became an engine of social sharing.
Charities Try Provocative Ads to Attract Attention
The New York Times
By DAVID WALLIS
T0 introduce a wider audience to Water Is Life, an upstart aid organization that provides potable water to villages in developing countries, DDB New York startled even unflappable New Yorkers
The advertising agency, which accepted Water Is Life as a pro bono client in 2012, placed paper cups in dispensers next to sources of polluted water, including a leak in a Brooklyn subway station and dared New Yorkers to drink up...