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.
AICP’s Matt Miller Looks To Build Support For Production In L.A. After Devastating Wildfires
Editor’s note: AICP president and CEO Matt Miller issued the following statement addressing the wildfires in Los Angeles and how the industry can help this key production market--a hub of major resources essential to the health of the overall commercialmaking industry:
Who Needs Los Angeles? We Do.
By Matt Miller, AICP president and CEO
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent.
But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather.
The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the L.A. area for other opportunities, unless there are enough job opportunities to sustain a solid living.
Now is the time when we ALL must support and bolster this community.
Production is needed in L.A., now!
Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the... Read More