new music video
and original song
In a time where America’s population is aging rapidly, generating awareness of in-home care services has become increasingly relevant.
In-home senior care industry, Home Instead Senior Care, along with AOR Energy BBDO, has taken a fresh musical approach to connecting with seniors and their families by not only demonstrating that they understand why staying at home is so important, but also showing how Home Instead can make the wish to stay at home a reality.
They went the MTV (well, at least when it was Music TV) and filmed its first music video.
The heartwarming video features an original song called Still Making Memories by up-and-coming singer/songwriter, Jilian Linklater. According to a statement from the agency the single was born out of a desire to create a distinctive song for Home Instead Senior Care that would be a relevant piece of music and could reach Home Instead’s target audience through culture. Watch the video, directed by Detroit-based Eightfold’s Kurt Schneider below:
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That’s Linklater’s own grandmother, June, featured in the video. During the production phase of the campaign, the brand’s creative agency partner, Energy BBDO, created a music brief that captured the heart of the brand’s narrative.
The agency’s Executive Director of Music, Daniel Kuypers, then took the brief to Nashville and partnered with Linklater, producer Justin Morgan, and writer Zachary Kale to turn the idea into a song. This creative collaboration was greatly inspired by the close relationships that each person had with their respective grandmothers and what they experienced in seeing them age.
An instrumental version of the song above was leveraged in the campaign launch film, The Third Stair, which debuted last October. Now, to align with Home Instead Senior Care’s 25th anniversary, the full lyrical song has debuted on multiple music streaming platforms, including Spotify and iTunes, as well as Jilian’s own channels. And Home Instead is featuring the music video across its brand platforms.
In addition, the agency partnered with NPR to create a custom NPR Brand Soundscape – a published audio segment featuring interviews with Jilian and Home Instead Senior Care Gerontologist Lakelyn Hogan on the power of the song and how it fits with the brand’s mission. Have a listen here.
The video will never win a VMA, but it has won a place in our hearts at Reel Chicago. And that’s why it’s Reel Ad of the Week.
Client: Home Instead Senior Care
Agency: Energy BBDO
Chief Creative Officer: Andrés Ordóñez
Executive Creative Director: Ioana Filip
Creative Director: Phil Jungmann
Art Director: Elaine Kalvelage
Copywriter: Andrew Ciaccio
Head of Production: John Pratt
Executive Director of Music: Daniel Kuypers
Producer: Sarah James
Music Producer: Nick Maker
Group Account Director: Pete Ruest
Account Supervisor: Amanda Nieman
Strategy Director: Casey Conway
Production Company: Eightfold
Director: Kurt Schneider
Executive Producer: Nick Stachurski
Editorial Company: Eightfold
Editor: Kurt Schneider
Colorist: Ryan Sundberg
Music: Jilian Linklater, Centricity Music
Single: “Still Making Memories”
Writers: Jilian Linklater, Justin Morgan, Zachary Kale
Source: Energy BBDO
Contact Colin Costello at firstname.lastname@example.org.