This anthem spot for GE along with three :30s are running during NBC’s broadcast of the Winter Olympic Games.
Conceived by BBDO New York, this “What Matters” campaign touches upon the technological advancements that GE has made. Yet those advances pale by comparison to what they mean for people in everyday life–like a mom whose premature baby benefited from GE innovation. Yet to this grateful mother, the technology isn’t what matters–instead it’s that she can take her baby daughter home tomorrow. And for the grandma who’s on a plane with GE tech advances, what matters is that she will see her grandson’s school play. And for a lad whose community is illuminated by GE, what matters is he has homework to do.
The tagline to this “Anthem” piece as well each individual :30 telling each person’s story is simply the GE mantra: “Technology is how we do things. People are why we do things.”
Todd Field directed all four spots via production house Smuggler.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Eric Goldstein, sr. creative director; Fred Kovey, creative director; David Rolfe, head of production; George Sholley, executive producer; Jack Patrick, producer; Rani Vaz, music producer. Production Smuggler Todd Field, director; Patrick Milling Smith, Brian Carmody, Shannon Jones, exec producers; Andrew Colon, chief operating officer; Alex Waite, line producer; Justin Brown, DP. Editorial Rock Paper Scissors Adam Pertofsky, editor; Marjorie Sacks, assistant editor; Eve Kornblum, exec producer; Taylor Colbert, producer. VFX a52 Andres Barrios, VFX supervisor; Stacy Kessler-Aungst, producer. Color Company 3 Tim Masick, colorist; Kevin Breheny, producer. Music Hook & Line Audio Post Sonic Union Michael Marinelli, engineer; Justine Cortale, producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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