This :90 TV spot (and accompanying :30 version), created by Macy’s and new creative agency partner, BBDO New York, tells the action-packed story of six different women who are startled when they are faced with another version of themselves. To drive this story, the film is accompanied by an orchestral score of Blondie’s hit song “One Way or Another” as we follow each of these women chasing their alternate selves. In doing this, the lyrics of the song are turned into a powerful statement sung by each woman as they engage in their chase. The film ends with a call to action: “Find spring fashion. Find the remarkable you.”
Nicolai Fuglsig of MJZ directed the commercial which is titled “The Chase.”
Credits
Client Macy’s Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kotlhar, executive creative directors; Cesar Finamori, Roberto Danino, Joao Unzer, Kathryn Kvas, associate creative directors; Noreen Mashi, sr. project manager; Dan Blaney, executive producer; Rani Vaz, director of music. Production MJZ Nicolai Fuglsig, director; Laurie Boccaccio, line producer; Emma Wilcockson, executive producer; Greig Fraser, DP; Jahmin Assa, production designer. Editorial Work Rich Orrick, editor; Theo Mercado, assistant editor; Erica Thompson, exec producer. Postproduction/VFX Blacksmith Daniel Morris, VFX supervisor/2D lead; Chris Memoli, Youngjae Lee, 2D artists. Trace VFX Charlotte Arnold, exec producer; Alexa Mauro, producer. Music Sound Tree “One Way or Another” arranged and produced by Luis Almau, Peter Raeburn and Luke Fabia; Jay James, Sound Tree producer; Kyra Selman, vocal coach. Sound Design Brian Emrich, sound designer. Audio Post Sonic Union Steve Rosen, mixer. Color Company 3 Tom Poole, colorist.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
