At its best, advertising can connect with consumers and influence consumer behaviour. At its best, public service communication has the potential to do something greater - influence positive social change. California’s passing of Proposition 8 (Prop 8) in 2008 resulted in a ban on same-sex marriage and was a highly contentious issue during the 2008 elections. A human rights issue and an issue of equality and freedom. In the months after the elections, however, the debate was no longer getting significant press. We created "Devin & Glenn," a short film, starring Justin Long, Mike White, Tom Arnold and Nora Dunn to rekindle the conversation at a crucial time, while a federal case on the constitutionality of Prop 8 was pending.

Within a mere 48 hours, the film had appeared on thousands of blogs, from global publications, such as the Atlantic Monthly, to celebrity and culture-focused blogs, such as PerezHilton.com. In less than one week, with zero media dollars, Devin & Glenn had garnered over 35mm impressions.Prop 8 was overturned on August 8, 2010. The district court judge noted that basic human rights were at issue. The status of Prop 8 remains unresolved today, with an appeal pending in federal court, and underscores the continued importance of public service communications like Devin & Glenn to raise awareness about equality and freedom under the law.

The short was filmed in L.A. in April 2010. The creative team, directors, producers, cast and crew all donated their time and talents. Then, early in the morning of June 7, a YouTube link to the finished film was emailed to the Huffington Post editors. By 9 a.m. Devin & Glenn was on the front page and generating tremendous buzz.