We’ve all said it before, often while grinning through less-than-ideal life circumstances that could have been avoided if we’d known that there was a better option and that we didn’t have to settle.
The phrase serves as inspiration for the latest comedic campaign, “Not That Bad,” for Xfinity from agency Goodby Silverstein & Partners (GS&P), Directed by Spencer Riviera of O Positive Films, the spots in the campaign, including this one titled “Bear Trap,” depict the lives of people burdened by not just comical physical setbacks but also technological setbacks–namely, no home internet.
In this commercial, a father soldiers through life with a bear trap clamped to his leg, inadvertently ruining matters for himself, his family and even their dog.
“We wanted to capture comedic situations where the takeaway is ‘Oh, there’s an obvious, easy choice to be made here,’” said GS&P creative director Jon Wolanske. “We’ve all said ‘It’s not that bad’ about a life choice we know could have been improved upon. But when it comes to the protagonists you see in this campaign, no, it really is that bad. In more ways than one.”
Credits
Client Xfinity Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Jim Elliott, executive creative director; Jon Wolanske, Jon Wyville, creative directors; Matt Bottkol, copywriter; Grant Piper, art director; Jim Haight, director of production; Stephanie DeNatale, executive producer; Cindy Epps, sr. producer; Kelly Evans-Pfeiffer, deputy brand strategy director; Lyniece Hill, jr. brand strategist; Jane Warren, deputy director of research strategy; Maren Severtson, communications strategy director; Shneur Silverstein, communications strategist. Production Company O Positive Spencer Riviera, director; Kristian Kachikis, DP; Jason Reda, producer; Ralph Laucella, Marc Grill, exec producers. Editorial Hutchco Jim Hutchins, editor; Jimmy Hutchins, assistant editor; Jane Hutchins, exec producer. Telecine Company 3 Dave Hussey, colorist; Mario Castro, color producer. VFX/Finishing House of Parliament Lexi Stern, exec producer; Michael Novo, sr. VFX producer; Keith Sullivan, shoot supervisor/creative director; Philip Ineno, shoot supervisor. Music The Musicbed (licensed track). Sound Design Lime Studios Joel Waters, sound designer, creative director; Susie Boyajan, head of production. Audio Post Lime Studios Joel Waters, mixer; Collin Thomas, assistant mixer; Cassie Underwood, producer; Susie Boyajan, exec 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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