Responses by GUT
Background: Creative agency GUT, along with production company m ss ng p eces and the Fisher House Foundation, whose program provides a “home away from home” for families of patients receiving medical care at major military and VA medical centers, launched an ad campaign for Veterans Day. Veterans Day has long been regarded as a national holiday to honor military veterans who have served in the United States Armed Forces. However, over time, America has lost sight of its original intent, and its true meaning is often overshadowed by retail promotions and discounts, football and free food.
Reasoning: To remind people of the true importance of Veterans Day, GUT filmed real veterans, who fought in World War II, Vietnam and Korea, reacting to Veterans Day sale ads and discussing what the day means to them. Their honest reactions and responses remind us that the true spirit of Veterans Day is not for sale. This campaign, a first from GUT, aims to take back Veterans Day and honor all who have served and currently serve.
Challenges: Editing. We have so many amazing moments with the veterans that it was hard to pick which ones would end up in the final two-minute spot.
Favorite details: It felt great to help bring attention back to the true meaning of Veterans Day. What made it really worth the work was getting personal messages from people saying that their parent or grandparent was a veteran and they loved the film and felt the message was spot on.
Specific demands: We wanted to highlight a cultural phenomenon. The fact that Veterans Day has become a commercial holiday first and foremost felt wrong. We wanted to call out that behavior without calling out the individual advertisers. That meant shooting things carefully to keep the focus on the larger issue, while still keeping the authenticity of the veterans reading real Veterans Day ads.