Most important Christmas ad this year is not about buying stuff

PSA underscores sad reality adopted kids face every December 25.

More than 100,000 kids in America will wake up on Christmas Day with no family.

This is the heartbreaking reality for young children waiting to be adopted. 

To highlight the lesser-known facts, a new campaign has been released. This isn’t for any specific charity, but for the cause as a whole.

View this post on Instagram

The Greatest Gift written and directed by @hugoanddean with support from the fucking top class crew who gave blood on a cold Sunday to make something worthwhile. Production Company: (Extra special shout-out) Producer: @worst.bad (Extra extra special shout out) DOP: @alexa_mini Alexa EP: @mbaill Steadicam: Austin Castelo. 1st AC: Darby Irrgang Sound Mixer: Gunnar Nagle. Gaffer: Reide Dervay. Best Boy Electric: Emma Penrose. Key Grip: @Prannoy ying ‘honey buns’ Makeup: Julianna Kuttruff. Actress: Mila Leonardi. Editor: Theo Mercado at @workeditorial VFX: @blacksmithvfx @actuallygoodwin @iwanzwarts Colorist: @mikeypackage ‘Ol Blue eyes’. Sound engineer: Kevin Hastings. #thegreatestgift #gift #adopt #adoption #givelove #psa #film #craft #sidegig #director #directing #writer #advertising @olliemcateer #campaignlive #campaign #alwaysworking #lesstheorymorepractice #crew #gsquad #hugoanddean @hugoanddean

A post shared by Hugoanddean (@hugoanddean) on

The commercial was written, directed and self funded by Hugo&Dean -- a New York City-based creative duo. 

They said the effort was supported by an incredible team who gave everything to make it happen. 

Hugo&Dean added: "All the Christmas commercials focus on buying things. We wanted to promote something more meaningful -- adoption. We just thought the greatest gift you can give is a family. We hope it makes people think about what's really important."

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free