YMCA SUMMER CAMP | SLEEPING IN | 1991
Why Late Sleepers Would Want to Go to Summer Camp / YMCA SUMMER CAMP "SLEEPING IN"
An ad for YMCA Summer Camp from 1991, back when videotapes were still the norm. The title is "SLEEPING IN." It means sleeping late in the morning. Somehow that one phrase seems to capture both kids' summer vacations and what parents are secretly thinking.
What happened
Records show this ad won Gold. I couldn't confirm what judging standards were used back in 1991, but there must have been something about it that really pulled people in.
Afterthought
You could say that the ads with the least information left behind are the most fun to imagine. What context this video, found on YouTube, was made in, what it was aiming for, and whose heart it moved—we can't know for sure. But the fact that it's still archived and available more than 30 years later says something on its own. Clarity Coverdale Fury Minneapolis is an agency known for emotional storytelling. I bet "SLEEPING IN" was made with some kind of affection for the summers parents and kids shared back then.
Awards
- Cannes Lions Gold 1991
