A Common Thread
Production Company at TBD Post
Chicago, United States
TitleLawn
Agency
Campaign 2014
Advertiser American Academy of Dermatology
Brand American Academy of Dermatology
Date of First Broadcast/Publication 2014 / 5
Business Sector Public Safety, Health & Hygiene
Story Director Peter Dietrich of A Common Thread uses humor to get people to think seriously about a scary subject matter in a new campaign for the American Academy of Dermatology and Chicago agency HyConnect.In Lawn¸ a man’s obsession with a brown patch on his lawn serves as a metaphor for the importance of skin cancer detection. The man tries everything to restore his front yard to pristine condition, carefully reseeding the dead spot, using a scarecrow to fend off birds and taking nocturnal PH readings. “You’d do anything to take care of that spot in your lawn,” cautions the voiceover. “So, why not take care of that spot on your skin?” As the narration provides advice on how to avoid becoming a cancer victim, the man continues his lawn care crusade. Ultimately, he is consigned to sitting and gazing at the spot, waiting for the grass to grow. 
Media Type Television
Length
Executive Creative Director
associate creative director/copywriter
Senior Producer
Agency Producer
Director
Executive Producer
Executive Producer
Production Company
Editing Company
Editor
Special Effects / VFX

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