Titled “Happy Father’s Day, Mr. Rayos,” this video introduces us to a long-distance dad working three jobs in the U.S. to support his nine children, eight of whom are still in the Philippines. He’s a widower who immigrated to the U.S. in order to give his family a better life, sending money back home to provide his children with an education, healthcare and other necessities.
This is the latest installment of the brand’s “Be Soft. Be Strong” campaign and mission to celebrate all types of families that have to be both soft and strong to handle life’s challenges.
Deutsch is the agency behind the campaign, with this Father’s Day installment directed by Eric Kaufman of Steelhead.
Credits
Client Georgia Pacific/Angel Soft Agency Deutsch Pete Favat, chief creative officer, North America; Winston Binch, chief digital officer, North America; Jason Bagley, chief creative officer; Karen Costello, executive creative director; Melissa Langston-Wood, creative director; Ashley Milhollin, copywriter; Dan Rosenberg, art director; Vic Palumbo, director of integrated production; Rachel Seitel, executive integrated producer; Justin Polk, integrated producer; Dave Rocco, music creative director; Eryk Rich, music supervisor. Production Steelhead Eric Kaufman, director; Ted Markovic, exec producer; Jim Brattin, associate producer; Chris Fox, line producer. Editorial Steelhead Ian Paxton, editor; Ted Markovic, exec producer; Jim Brattin, associate producer. Postproduction Company 3 Dave Hussey, sr. colorist; Liza Kerlin, sr. producer. Post/VFX Steelhead Ted Markovic, exec producer; Austin Meyers, director of visual effects; Dennis Kang, motion design director. Music Track: “Along The Coastline” Daniel Louis Rosen (ASCAP), composer; Score A Score, publisher, master. Audio Post Steelhead Chase Butters, mixer; Ted Markovic, exec producer.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
