Director Thomas Bryant of Ruffian teamed with Venables Bell & Partners (VB&P) on this Scotch-Brite spot which serves as a meditative portrait of those at work in the wee hours keeping our homes and workplaces clean–and safer, healthier places for us all.
Titled “Twilight,” this piece finds beauty in the dirtiest, overlooked jobs which mean so much to our daily lives.
Client Scotch-Brite Agency Venables Bell & Partners Will McGuinness, executive creative director; Gus Johnston, creative director; Ryan Hoercher, Nate Gagnon, sr. copywriters; Aisha Hakim, art director; Sasha White, sr. producer. Production Ruffian Thomas Bryant, director; Robert Herman, Sheila Eisenstein, exec producers; Tom Knight, line producer; Zack Spiger, DP; Stella Sonkova, production designer. Production Service Co. Unit Sofa, Prague Editorial Cut+Run Ben McCambridge, editor.
To mark Prudential’s 150th anniversary, McCann New York is kicking off the new year welcoming Generation Beta with “The Beta Baby Bonus,” offering every baby born in the U.S. on January 1st $150, which could potentially grow to $100,000 when they retire. The work is also launching with a new study, in partnership with McCann’s Truth Central, called “Generation Beta: Redefining Life, Longevity, and Retirement”.
The study found that people predict this new generation will have vastly different lives than today, with 86% of people believing Generation Beta will have jobs that haven’t even been invented yet. Generation Beta is also predicted to live longer than those before them, and the study reveals optimism about a healthcare revolution that will transform their lives--with half of adults believing that cancer will be cured by Generation Beta. Crucially, when it comes to retirement, people see the value of starting early. Eighty percent of prospective Generation Beta parents agree that in an ideal world, parents would start saving for their child’s retirement from birth. In fact, the No. 1 regret among current and prospective parents is that they “didn’t save more for my retirement.”
The campaign launches with this “Generations” film--directed by Chris Smith via production house SMUGGLER--which interviews Boomers, Gen X, Millennials and Gen Z on what defines their generation. With every generation known for something, Generation Beta has many unique advantages as it begins to take shape.
Shayne Millington, chief creative officer, McCann New York, said, “It’s not every day a new generation is born. So we needed to made the most of a once-in-a-generation event. We’re beyond proud to be able to launch... Read More
