Martin De Thurah of Epoch Films directed this Weight Watchers spot that represents Wieden+Kennedy’s first piece of creative in collaboration with the client.
The “Help with the Hard Part” campaign launches with “If You’re Happy,” a :60 that will appear in movie theaters beginning Nov. 28 and on national TV starting on Nov. 30. To the tune of “If You’re Happy and You Know It,” the spot illustrates one of the hard parts of losing weight: Our complex and emotional relationship with food.
Client Weight Watchers Agency Wieden+Kennedy, Portland, Ore. Michael Tabtabai, Jason Kreher, creative directors; Brooke Barker, copywriter; Robbie Rane, art director; Jennie Lindstrom, sr. producer; Jen Goldberg, interactive strategy; Rebecca Stambanis, strategic planning; Joe Staples, Mark Fitzloff, executive creative directors; Ben Grylewicz, head of production. Production Epoch Films Martin De Thurah, director; Melissa Culligan, exec producer; Michaela Johnson, line producer; Alwin Kuchler, DP. Editorial Exile Kirk Baxter, editor; Will Butler, assistant editor; Toby Louie, post producer; Carol Lynn Weaver, post exec producer. Post The Mill Dee Allen, executive color producer; Heath Raymond, producer; Fergus McCall, colorist. VFX The Mill Sue Troyan, VFX exec producer; Dan Roberts, VFX producer; Benjamin Sposato, production coordinator; John Shirley, 2D lead artist; Robert Murdock, 2D artist; Rasha Shalaby, matte painter. Music tonefarmer Jared Hunter, arranger; Tony Babino, singer; Tiffany Senft, exec producer; Liz Higgins, producer. Sound Design stimmung Gus Koven, sound designer; William Flynn, sound design assistant; Ceinwyn Clark, exec producer. Audio Lime Studios Rohan Young, mixer; Jeff Malen, assistant mixer; Susie Boyajan, producer.
To mark Prudential’s 150th anniversary, McCann New York is kicking off the new year welcoming Generation Beta with “The Beta Baby Bonus,” offering every baby born in the U.S. on January 1st $150, which could potentially grow to $100,000 when they retire. The work is also launching with a new study, in partnership with McCann’s Truth Central, called “Generation Beta: Redefining Life, Longevity, and Retirement”.
The study found that people predict this new generation will have vastly different lives than today, with 86% of people believing Generation Beta will have jobs that haven’t even been invented yet. Generation Beta is also predicted to live longer than those before them, and the study reveals optimism about a healthcare revolution that will transform their lives--with half of adults believing that cancer will be cured by Generation Beta. Crucially, when it comes to retirement, people see the value of starting early. Eighty percent of prospective Generation Beta parents agree that in an ideal world, parents would start saving for their child’s retirement from birth. In fact, the No. 1 regret among current and prospective parents is that they “didn’t save more for my retirement.”
The campaign launches with this “Generations” film--directed by Chris Smith via production house SMUGGLER--which interviews Boomers, Gen X, Millennials and Gen Z on what defines their generation. With every generation known for something, Generation Beta has many unique advantages as it begins to take shape.
Shayne Millington, chief creative officer, McCann New York, said, “It’s not every day a new generation is born. So we needed to made the most of a once-in-a-generation event. We’re beyond proud to be able to launch... Read More
