Australian Childhood Foundation (ACF) launched its appeal for community action this month through ‘Superhero’, a 90 second television commercial. A man walks down the corridors of his family home, testing the door handles. Johnny Cash’s rendition of the Nine Inch Nails song, “Hurt”, gives us the impression of deep regret, from the father. From within one of the bedrooms we see a young boy getting out of bed and holding his door shut with just one finger. The super: “Unfortunately abused children don’t have superpowers. But you do. Become a childhood hero. Donate to the Australian Childhood Foundation.” The link: childhood.org.au.
Click on the image below to play the video.
The television campaign ran alongside a ‘Childhood Hero Schools Program’ in which primary school students were asked to draw and nominated their local childhood hero in their school community. Home and Away stars Chris Hemsworth and Kate Ritchie were to visit the three winning schools. See the Childhood Hero web site and read the press release on this year’s report, “Every child needs a hero”
Credits
Superhero was created at Clemenger BBDO, Melbourne, by creative director/copywriter Emma Hill, art director Cameron Hoelter, and agency producer Sevda Cemo.
Filming was shot by director Mark Molloy via Exit Films, Melbourne with producer Wilf Sweetland and director of photography Robert Humphreys.
Editor was Rohan Zerna. Post production at Digital Pictures was undertaken by colourist Martin Greer and online editor Eugene Richards.
Hurt sung by Johnny Cash
Music for the Nine Inch Nails song, ‘Hurt’, sung by Johnny Cash, was sourced by Karl Richter and team at Level Two.
Lyrics for Hurt
I hurt myself today
To see if I still feel
I focus on the pain
The only thing that’s real
The needle tears a hole
The old familiar sting
Try to kill it all away
But I remember everything
I wear this crown of thorns.
upon my liar’s chair.
Full of broken thoughts.
I can not repair.
Beneath the stains of time
The feelings disappear.
You are someone else.
I am still right here.
What have I become
My sweetest friend?
Everyone I know goes away
In the end
And you could have it all
My empire of dirt
I will let you down
I will make you hurt
If I could start again
A million miles away
I would keep myself
I would find a way
