This Campbell Ewald spot for the Ad Council starring Matt Lauer, urges fathers to be, well,

In this spot, "Being a father" means showing 22 seconds of Matt Lauer mugging for the camera while playing hide and seek.

FATHERHOOD / TODAY SHOW “Hiding” featuring Matt Lauer Produced by Campbell Ewald THE TEAM (CREDITS) Chief Creative Officer: Mark Simon Creative Director: David Bierman Sr. Art Director: Lewis Baker Sr. Copywriter: Jim Feltz Producers: Kurt Kulas Sr. Account Supervisor: Cristina Cecchetti Account Executive(s): Adam Drozd, Marc Tarkington Account Coordinator: Tom Novik Production Company: Tool Director: Sean Ehringer Director of Photography: Will Rexer Executive producer: Brian Latt Line Producer: Luke McCullough Editing House: Beast Editor: Stewart Shevin Producer: Mary West Music House: Future Perfect Producer: Max Gosling Sound Design: Content Studio Sound Designer: John D’Agostini Audio Mix: Content Studio Mixer: John D’Agostini

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kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.