Today’s working mom is a super woman–literally, in this Sure for Women deodorant spot from Lowe London set to the tune of the theme song from the TV series Bewitched. We open on her soaring skyward in her pajamas. She descends from the heavens to a busy city street, where she grabs onto a bus with one hand, slowing it to a halt. She then boards the vehicle and presents her two kids with lunchboxes they had forgotten at home.
Next, super mom is back at home, dressing for work, using her powers to summon a can of Sure, which at her command speeds like a bullet and then breaks through a wall to nestle into her hand.
Tired of waiting for a taxi on her way to work, she then drills herself down through the pavement into a subway carriage below. She is next seen walking matter of factly up the side of a glass skyscraper to her office. Once there, she speeds through her tasks at super human, breakneck pace.
Finally we see her running on the treadmill at a gym. Catching a glimpse of her bottom in the mirror, she runs faster on the treadmill for a quick slim down. Instead her speed short circuits the electrical grid, causing a blackout in the entire city. Despite this setback, one dynamic is still working–Sure is keeping her dry through all these beyond belief exploits. The spot ends with the tagline, “Incredible protection for incredible women.”
Noam Murro of Biscuit Filmworks, Los Angeles, directed “Super Woman,” which was a co-production of Biscuit and London-based Independent Films. Richard Packer and Jay Veal produced for Independent and Biscuit, respectively. The DP was Toby Irwin.
The Lowe creative team consisted of executive creative director Ed Morris, copywriter Tom Hudson, art director Lee Goulding and producer Jane Rattle. Agency planner was Anna Price.
Editor was Tim Thorton-Allan of Marshall Street Editing, London. Colorist was Tareq Kubaisi of Glassworks, London. CG artists at Glassworks were Alastair Hearsum, James Mann, Vaclay Cizkovsky, Ruediger Kattenhauser and Marcus Lauterbach. Audio post mixer/sound designer was Andy Humphries of 750mph, London.
The Bewitched theme song was written by Jack Greenfield and Howard Keller. Principal actress was Dreya Weber.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More