This film from Grey Tokyo for Procter & Gamble’s Pantene features an interview with two transgender former job hunters, helping to heighten awareness of the stress people from the LGBTQ+ community might be going through when seeking employment. Not only the normal stress that most applicants face during a job interview but a bigger question of whether to be “themselves.”
The #PrideHair project is the third installment of Pantene Japan’s “#HairWeGo: My Hair Moves Me Forward” campaign, encouraging everyone to express their true selves and to take the first step towards being who they really want to be.
Credits
Client P&G/Pantene Agency Grey Tokyo Masanori Tagaya, executive creative director; Jun Ogasawara, sr. creative director; Ryumja Kodaka, creative director; Yoichi Inamura, associate creative director; Kei Takimoto, sr. art director; Shota Ishikawa, art director; Katsuhiro Fujimoto, interactive art director; Takuya Tanaka, jr. art director; Masanori Tagaya, Yukika Anan, copywriters; Tatsuo Tamaru, designer. Daijiro Yamakawa, Yoshiaki Saito, producers. Production Company TYO drive Tadashi Umazume, Natsuki Tsuda, producers; Futoshi Takashima, director; Jin Ito, DP. Editorial Cutters Studios Sachi Sasaki, offline editor. Postproduction PPC Yoshihiro Miura, online editor. Color L’espace Vision Naotaka Takahashi, colorist.
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
