David Shane of O Positive directed three spots as part of this “None Of This Makes Sense” integrated campaign for low calorie health beverage Bai out of agency Barton F. Graf.
The ad shop’s strategy taps into the irony that Bai is loaded with antioxidants and has only five calories–yet somehow still tastes great. The campaign drives home the point that none of this makes sense, brought to you by people in situations that also make no sense. This is particularly evident in the commercial titled “El Guapo” featuring a man who’s a Latin pop superstar despite being totally unqualified for that role.
Credits
Client Bai Agency Barton F. Graf Gerry Graf, chief creative officer; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Brandon Solis,l digital strategist; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of integrated production; Brad Powell, Amanda Revere, executive producers. Production O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Ken Licata, Kate Sutherland, producers; Joe Zizzo, DP. Editorial MackCut Erik Larol, editor; Brendan Hogan, assistant editor; Sabina Elease Utley, editorial producer; Sasha Hirschfeld, exec producer. Music Butter Andrew Sherman, composer; Ian Jeffreys, exec producer. Post Company 3 Tim Masick, colorist. Audio Post Heard City Eric Warzecha, engineer.
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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