Amazon's audio empathy

Ad Council – Muchas Flores

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Production Company Academy
Director Novemba

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Credits

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Production Company Academy
Director Novemba
Editor Cartel
Colorist Rare Medium
Color Executive Producer Heath Raymond
Head of Production Emily Avoujageli
Sound Barking Owl
Creative Director/Co Founder Kelly Bayett

Brand
Campaign Director Ricardo Gomez
DP Natalie Kingston
Executive Producer/Managing Director Medb Riordan
Producer Steve Overs
Assistant Editor Nick Bruce
Editor Executive Producer Viet-An Nguyen
Senior Post Producer Caroline Anguiano

Sound Designer Gus Koven
Executive Producer Ashley Benton
Creative Director Sara Wald
Copywriter Andrew Burke
Brand
Art Director Kevin Reilly
Executive Producer Carrie Schaer
Head of Brand Innovation Lab Kate McCagg

Principal Creative Director Dustin Duke

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This emotional new two-minute spot from the Ad Council and Amazon aims to break the ice when it comes to conversations about teen mental health.

The Ad Council’s Sound It Out campaign is collaborating with Amazon to introduce When You Can’t Say It, Play It, which invites parents and caregivers to check in on their teen’s emotional wellbeing through music.

The spot to promote the bilingual digital experience is called Muchas Flores and is created by Amazon Ads Brand Innovation Lab and directed by Novemba through Academy. The film drops viewers into the tension and awkwardness of a mother and daughter’s attempt at connection. Through small gestures and body language the film acknowledges how challenging it can be for parents and caregivers to not only initiate the conversation, but also keep it going. As shown in the film, by sharing songs like Ambar Lucid’s A Letter to My Younger Self, parents can connect with their teens through music and open up avenues to deeper connection.

Offering a first-of-its-kind digital experience in both English and Spanish, When You Can’t Say It, Play It allows parents and caregivers to visit Amazon.com/SoundItOut and type in an emotion like 'happy', 'angry', or 'sad'. The new tool will then leverage the Amazon Music library of over 100 million songs to serve up a list of curated songs that reflect the requested feeling. Parents can then ask Alexa to share this song with their child and t song will then be sent to their teen, who can listen to the track.

“We know parents and caregivers everywhere have experienced hitting the ‘I’m fine’ barrier. Through this interactive feature, we can provide them with the tools — like sharing a beautiful song — to break through and normalise checking in on their teen’s emotional well-being,” said Heidi Arthur, Chief Campaign Development Officer at the Ad Council. “We’re proud to once again work with Amazon with a new goal in mind: to leverage their technologies as a bridge for mental health conversations between parents and teens.”