Matt Aselton of Arts & Sciences directed this spot which underscores how life evolves despite one’s plans. We open on a guy who says he’s never getting married. In the next vignette he’s buying an engagement ring for his bride to be. The couple is never having children–then we see their first born. The dad declares he’s never moving to the suburbs–a moment later he and his family are on the front lawn of their suburban home. And when he affirms that he’s never having another child, his wife informs him that she’s pregnant.
All along the way of “nevers” and subsequent realities, State Farm is there. Agency is DDB Chicago.
Credits
Client State Farm Agency DDB Chicago John Maxham, chief creative officer; Barry Burdiak, John Hayes, sr. VP, group creative director; Brian Boord, creative director/art director; Chad Broude, creative director/copywriter; Joe Cianciotto, chief digital officer Gustavo de Mello, sr. VP/group strategy director; Diane Jackson, executive VP, director of production; Scott Kemper, VP, executive producer; Kent Smith, executive producer. Production Arts & Sciences Matt Aselton, director. Editorial Arcade Edit Geoff Hounsell, editor; Sean LaGrange, assistant editor. Post Filmworkers Club Rob Churchill, VFX artist. Music Elias
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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