This spot opens like a beauty product demo as we see a woman applying a skin creme to her face on “day one.” The twist is that she starts out with a perfect complexion and as we move through subsequent days, the creme makes her face look progressively worse, with breakouts of acne and what look like open sores. Turns out the label on the beauty product jar is marked “Racism.” A voiceover relates, “The more you apply it, the uglier you get.”
Credits
Agency: Saatchi & Saatchi David Nobay, creative director; Tim Hall, copywriter; Noah Reagan, art director; Karen Bryson, producer. Production Company: 8 Commercials Tim Gibbs, director (who�s represented in the U.S. by Mirror Films, Hollywood); Mike Vanderfield, executive producer/producer; Graeme Wood, DP. Editorial: Post Office, Sydney Peter Barton, editor Postproduction: Post Modern,the LaB sydney Drew Downes, online editor,Ben Eagleton, colorist Audio: Nylon Studios Simon Lister, audio mixer
Brady Corbet Makes Commercial Directing Debut With Bloomberg Media Campaign Out Of W+K NY
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
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