Professional golfer Jordan Spieth, in his third commercial for AT&T, pairs with Saul Martinez for an inspirational round of golf. Martinez is a war veteran who lost both of his legs in combat. This :30 shows his commitment to rise up and take on new challenges; conversely AT&T and Spieth are committed to vets like Martinez.
Jonathan Dayton and Valerie Faris, a.k.a. Dayton/Faris, directed “Rise Up” for BBDO New York. The spot is one of five from AT&T’s “The Power of &” campaign–all of which debuted during this past week’s broadcast of the 2017 Masters tournament.
Credits
Client AT&T Corporate Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY: Matt MacDonald, executive creative director; Simon Foster, John Lamacchia, sr. creative directors; Julie Collins, group executive producer; Helene Balzarini, executive producer; Melissa Chester, executive music producer; Dawn McCormick, integrated talent supervisor. Production BOB Industries Jonathan Dayton, Valerie Faris, directors; Corey Water, DP; TK Knowles, exec producer; Bart Lipton, line producer. Editorial WAX Editorial Stephen Jess, editor; Joe Dillingham, covering editor; Annabelle Cuthbert, producer. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. VFX Framestore Murray Butler, executive creative director; Dez Macleod-Veilleux, VFX supervisor; Greg Gaskins, VFX artist; Sue McNamara, producer. Audio Post Heard City Corey Melious, mixer; Sasha Awn, 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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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