This Bank of America commercial, “Commencement,” directed by Ringan Ledwidge of Rattling Stick for Leo Burnett, expresses hope for a brighter future in post-pandemic America.
“I really wanted to capture the spirit that runs through the country,” Ledwidge says of his vision for the spot. “It was important that the locations, although free of people, resonated emotionally, felt familiar and all-encompassing. I guess in a way they’re a reminder of the wonderful things we do and one day, step by step, will do again.”
Filming open fields, directing from afar and via Zoom, Ledwidge ensured the brand could shoot safely and remain “made in America.” Adding to the inspirational nature of the piece was a voiceover address delivered by Viola Davis.
Credits
Client Bank of America Agency Leo Burnett Liz Taylor, global chief creative officer; Andre Santa Cruz, Caio Batista, creative directors; Sue Desilva, executive creative director Mick McCabe, global chief strategy officer; Nicole Hayes, EVP, director of strategy; Dominic Hanley, SVP, strategy director; Ashley Geisheker, executive producer; Kimberly Cowie, sr. producer; Nancy Parnell, creative resource director. Production Rattling Stick Ringan Ledwidge, director; Joe Biggins, partner, exec producer; Jeff Shupe, exec producer; Richard McIntosh, head of production; Joey Zadwarny, line producer; Sean Curtis, associate producer. Adam Arkapaw, DP; Justin Charbonnet, 1st AD; Devon Wright, production supervisor; Bailey Padgett, assistant production supervisor. Editorial Work Editorial Rich Orrick, editor. VFX Parliament Color & Finish Harbor Picture Co. Elodie Ichter, colorist. Music KO Music Philip Kay, composer. Audio Post Harbor Picture Co. Mark Turrigiano, 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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