A woman starts unpacking a bag of groceries bought by her husband/significant other. She stops in her tracks upon finding a box of vanilla ice cream bars dipped in chocolate–but it’s a nondescript generic brand pretending to look like Magnum premium ice cream bars. The fake treats start to get her wondering if her hubby/boyfriend is also a fake.
She begins to investigate that possibility and finds on varied fronts that he is indeed a fraud. Her quest to uncover the fakery has a suspense thriller vibe which plays humorously throughout. But it is seriously true that anyone who would buy fake Magnum bars has to pretty fake himself.
Martin Werner directed this tongue-in-cheek spot, “The Fraud,” via PROPPA and Bacon for agency LOLA MullenLowe, Madrid and Barcelona. (Werner is repped in the U.S. by RESET Content.)
Credits
Client Magnum Agency LOLA MullenLowe Production PROPPA and Bacon Martin Werner, director; Cristina San Cayo, producer; Nicolaj Bruel, DP; Peter Grant, production designer; Melanie Buchhave, wardrobe stylist; Manel Rosa, make-up artist; Toni Frank, home economist. Casting Edu Prado, casting director, Barcelona; Esther Cocero, casting director, Madrid; Ditte Kiel, casting director, Denmark. VFX BaconX Jonas Drehn, VFX supervisor. Editorial Rasmus Nyholm Schmidt, editor
Tommy’s, the U.K. pregnancy and baby charity, has unveiled a campaign to raise awareness of the charity’s groundbreaking research to tackle miscarriage and baby loss.
Created with Special London, this is the first work from a new brand strategy and creative platform developed for the charity. The TV and out-of-home campaign uses the shadows and reflections of children at play, set against everyday landscapes. In each execution one child, however, is projected alone, ultimately illustrating the lifelong impact of baby loss.
Inspired by conversations with bereaved adults across the U.K., the campaign is a stark reminder of the preciousness of life and the long-term effect of living with loss. The powerful visuals evoke the profound sense of absence and unrealized potential that people live with after losing a baby.
Half of all UK adults have experienced baby loss or know someone who has. These statistics underscore the widespread nature of baby loss in the U.K.
Directed by Jackie Bao via Biscuit Filmworks, this spot features the reflections of a child in water, with a parent calling out as the youngster plays in puddles.
Special’s chief creative officer David Day, said, “Like a lot of people, I didn’t realize how much pregnancy loss touches so many of us. In fact it’s so prevalent it’s become normalized and those affected are made to feel like it’s just one of those things that happens; which has led to expectant mothers and partners having to deal with such hurt alone. That’s why Tommy’s exists, to give a voice, support and through research change our perception to make pregnancy loss less of the norm.
“It’s a delicate subject and raising awareness needs an equally delicate touch,” continued Day.... Read More
