Click here to view the PSA
NEW YORK – February 5, 2019 –
The powerful message of the CBS Cares and Girls Inc. Super Bowl LIII PSA, that “When Girls Get to Play, They Learn to Win” was proven by the spot’s production company, Red Thread, that filled eighteen crew positions with accomplished women, including executive producer, director, writer, director of photography, assistant camera, boom operator, choreographer, casting director, editor, and assistant editor.
The spot which aired in the fourth quarter of the Super Bowl was hailed as a “perfect ad for a great cause” by AdWeek and named one of the ten best spots by Paste Magazine.
Featuring the voiceover of CBS THIS MORNING co-host Gayle King and players from the New York Giants, the PSA encourages girls to believe they can succeed at the highest levels, especially when they work together.
“We are so proud to be associated with CBS Cares and Girls Inc. as they demonstrate their commitment to creating an environment where girls are encouraged to be confident and bold in their choices and actions. As a women-owned company in a predominantly male field, the artists and technicians that worked on this spot know the meaning behind working together to achieve one’s goals,” said Connie Grazia, Red Thread co-founder and Executive Producer of the spot.
Among the girls who appear in the PSA are four Girls Inc. girls from New York City: Serenity Peralta, Shadiya McNair, Juliana Villaluz, and Markisha Prince. While filming, the girls also had the opportunity to go behind the camera and learn about what goes into making a PSA. It is Girls Inc.’s mission to ensure that girls value their whole selves, discover their strengths, and lift up and support one another.
“It was obvious from the minute we met the girls in the spot that for so many in this generation, the idea that they can play and win—even against giants that literally towered over them—comes naturally. We hope that with encouragement and support, that feeling will never go away as they encounter real world obstacles,” said Nadine Licostie, Red Thread’s co-founder who also directed and wrote the narration.
The 2019 Super Bowl advertising lineup saw only 5 commercials directed by women and women continue to be underrepresented in the television and film production.
To learn more about Girls Inc.’s important work, visit girlsinc.org.
George Schweitzer, President, Marketing, CBS
Ileene Mittleman, SVP Adv & Creative Services, CBS Marketing
Michael Pollack, VP, Advertising & Promotion, CBS Marketing
Matthew Margo, SVP, CBS Program Practices
Brie Allio, CBS Program Practices
Eileen Dolson, CBS Program Practices
Jennifer Perdelwitz, CBS Marketing
Connie Grazia, Executive Producer
Nadine C. Licostie, Director, Writer
Jackie Eagan, Producer
Daniel Marracino – Producer – LoveSeat Entertainment – IATSE Signatory
Melinda Buckley, Choreographer
Bernie DeLeo, Assistant Choreographer
Jennifer Winegardner, Casting Director
Justine Warwick, Editor
Kathleen Carthy, Assistant Editor
Maureen Sternin, Graphic Design
Tony Grazia, 1st AD
Andrea Licostie, 2nd AD
Mai Iskander, Director of Photography
Ines Port, 1st AC
Grace Henrdicks, 2nd AC
Sarah Leriche, Camera PA
Gina Riggi, Makeup
Maria Torfeld, Hair
Tommy Allen, Props
Gabrielle Rosenberg, Wardrobe Stylist
John Daquiono, Sound Mixer
Tammy Douglas, Boom Op
About Girls Inc.
Girls Inc. inspires all girls to be strong, smart, and bold through direct service and advocacy. Our comprehensive approach to whole girl development equips girls to navigate gender, economic, and social barriers and grow up healthy, educated, and independent. These positive outcomes are achieved through mentoring relationships, girls-only safe spaces, and research-based programming. Informed by girls and their families, we also advocate for legislation and policies to increase opportunities for all girls. Join us at girlsinc.org.
About CBS Cares:
At the heart of CBS’ public service commitment are the multi-award-winning CBS Cares campaigns, consisting of PSAs that usually feature talent from a wide array of CBS programming. Approximately 200 million viewers see CBS Cares campaigns each year. These PSAs have embraced a number of causes, none more important than diversity and tolerance. The Nelson Mandela Foundation partnered with CBS Cares for Mr. Mandela’s first ever PSAs on tolerance in the U.S. These PSAs were seen in the U.S. and 82 other countries. Each year, CBS Cares airs PSAs to honor Black History Month, Asian Pacific American Heritage Month, Hispanic Heritage Month, and Native American Heritage Month. CBS Cares also worked with the NAACP in developing PSAs that marked its 100thanniversary. Additionally, it worked with the Martin Luther King, Jr. Memorial Trust on PSAs to raise funds for the Martin Luther King, Jr. Memorial in Washington, D.C. CBS Cares annually marks the Martin Luther King, Jr. holiday with PSAs featuring Congressman John Lewis, who marched with Dr. King. CBS Cares annually marks Memorial Day and Veterans Day with special PSAs honoring American military veterans. Another set of PSAs honor the victims of the Nazi Holocaust and run annually on International Holocaust Remembrance Day.
About Red Thread:
Red Thread is an agency for modern brands and companies worldwide. Leveraging its background in media and broadcasting, the agency specializes in creative content, telling stories through film and video, live events and special digital initiatives. Red Thread works across many industries, including entertainment, technology, financial services, healthcare, travel/hospitality and non-profit sectors. For more information please visit redthread.nyc
Girl Power! Meet the Women Behind the Girls Inc. and CBS Cares PSA That Aired During Super Bowl LIII
Click here to view the PSA