Grammy-winning artist Alanis Morissette and UScellular have come together for the brand’s biggest campaign to date, underscoring the irony of cellular phones–which ostensibly are designed to connect us but often serve to disconnect us from each other in real life.
Referencing Morissette’s hit song “Ironic,” this :60–from The Martin Agency, and directed by Dan Opsal of Hungry Man–shares the many ironies of modern-day phone usage. For instance, when a family is asked to observe a phone-free meal at a restaurant, a girl notes that the menu has to be accessed via smartphone.
However, the ultimate irony is a positive one–UScellular, a phone company, asking us to curtail phone usage, promote positive digital health and come together as people, refusing to be distracted by technology to the detriment of personal relationships.
Credits
Client UScellular Agency The Martin Agency Danny Robinson, CEO; Jerry Hoak, chief creative officer; Ashley Marshall, executive creative director; Allison Rude, group creative director; Elliot Nordstrom, Allie Nordstrom, creative directors; Elizabeth Daniel, sr. copywriter; Blair Seward, sr. art director; Marisa Perazzelli, strategy director; Allie Ballard, sr. strategist; Nicole Lederman, executive producer; Arielle Blais, sr. content producer. Production Company Hungry Man Dan Opsal, director; Kim Dellara, partner/exec producer; Franchesca McDowell, exec producer; Buzzy Cancilla, unit production manager; Christopher Hoggard, production supervisor; Eric Topp, 1st AD; Rob Topp, 2nd AD; Damian Acevedo, DP. Editorial Arcade Ali Mao, editor; Lucas Ferreira, assistant editor; Ellen Lavery, producer. Color Grade Royal Muster Roslyn Di Sisto, sr. colorist; Thatcher Peterson, exec producer; Diane Valera, producer. Post/VFX Shape and Light Cara Lehr, managing director; Jade Fuller, Michelle Andre, producers; Emily Irvine, creative director/Flame lead. Sound Sonic Union Rob Ballingall, mixer/sound designer; MK Valentino, exec producer; Gina Petrarca, producer.
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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