This spot introduces us to a nine-year-old lad who’s a fan of the NBA World Champion Golden State Warriors. Receiving a post-game high five from Warriors star Andre Iguodala, the boy is protective of that slapped hand as he tries to preserve the magic of his hero’s touch. The youngster does his chores, dribbles a basketball, even plays the tuba–all without using that same hand.
Matt Aselton of Arts & Sciences directed “Hands” for ad agency Translation. The ad promotes the launch of NBA Saturday Primetime games beginning January 23 on ABC-TV.
Credits
Client National Basketball Association (NBA) Agency Translation John Norman, chief creative officer; John Greene, chief strategy officer; Betsy Decker, executive creative director; Matthew McFerrin, Armando Samuels, group creative directors; Max Hoch, copywriter; Manuel Urbanke, art director; Miriam Franklin, director of content production; Kristen Cooler, content producer; Tim Flood, Lindsey Neeld, strategy. Production Arts & Sciences Matt Aselton, director; Benn Martenson, DP; Mal Ward, Marc Marrie, exec producers; Zoe Odlum, line producer. Editorial Arcade Edit Geoff Hounsell, editor; Sam Barden, assistant editor; Sila Soyer, post executive producer; Fanny Cruz, post producer. VFX Arcade Edit Tristan Wake, VFX artist; Sila Soyer, exec producer; Fanny Cruz, VFX producer. Audio Post Heard City Phil Loeb, mixer; Gloria Pitagorsky, exec producer; Sasha Awn, producer. Music “(You’ve Got) The Magic Touch,” performed by The Platters.
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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