This two-and-a-half-minute piece captures a contentious day at the park/playground as different factions of parents–with their infants in tow–duel over who’s best, taking jabs at one another. We have working career moms vs. yoga moms, stay-at-home dads, breast-feeding moms, and formula moms.
However the us vs. them, trash talking scenario takes a turn when a stroller carrying a baby gets loose and heads down an incline, bringing the parents together in what’s described as a “sisterhood of motherhood.”
Baker Smith of harvest films directed this unifying story that finds common ground among parents who seemingly have none. Agency is Publicis Kaplan Thaler, New York.
Credits
Client Abbott Nutrition/Similac Agency Publicis Kaplan Thaler, New York, Rob Feakins, chief creative officer; Whitney Pillsbury, Jason Graff, group creative directors; Jean Rhode, creative director/copywriter; Roger Norris, creative director/art director; Jeri Slater, sr. producer; Theresa Notartomaso, music producer. Production harvest films, Santa Monica, Calif. Baker Smith, director; Bonnie Goldfarb, Rob Sexton, exec producers; Niko Whelan, head of production; Vincent Oster, producer; Curtis Wehr, DP; Charles Infante, production designer. Editorial PS 260, New York JJ Lask, editor; John Malone, assistant editor; Laura Lamb Patterson Sr., exec producer. Post Nice Shoes, New York Lenny Mastrandrea, colorist; Ed Koenig, exec producer. Music Ring The Alarm, Los Angeles. Daron Hollowell, creative director; Jenny Hollowell, exec producer. Audio Post Headroom Digital, New York Evan Spear, sr. mix 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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