Baby brand Carter’s has launched a brand campaign which reminds parents and caregivers everywhere of their strength and resilience. Conceived by Venables Bell + Partners, the “Made for This” campaign includes this spot, “Voicemail from Mom,” which gives viewers an intimate look at one of the most precious, and daunting, firsts for any mom or dad: bath time. We see a new mom conquer her nerves as she embarks on the sacred bathing ritual while a voicemail from her own mother plays over the scene. The voice message is exactly the empathetic validation that she needs.
Eliot Rausch of production company Stink directed “Voicemail from Mom.”
Matt Keats, group creative director at Venables Bell + Partners, said, “Today, more than ever, parents need reassurance. So having the opportunity to partner with Carter’s and speak to them in an authentic way and let them know that they are seen, is something that meant a lot to us. ‘Made For This’ is about acknowledging that parenting is really hard, but that’s also what makes it really worth it. And who hasn’t gotten that voicemail from mom?”
Credits
Client Carter’s Agency Venables Bell + Partners Paul Venables, founder, chairman; Kate Marceau Jeffers, partner, president; Will McGinness, partner, chief creative officer; Matt Keats, Matt Miller, group creative director; Ellie Alibadi, sr. art director; Collin Smith, Crockett Jeffers, copywriters; Hilary Coate, head of integrated production; Ben Latimer, producer; Katy Alonzo, Gavin Jones, co-heads of strategy; Gabi Levi, sr. strategist. Production Stink Eliot Rausch, director; Cambio Fernandez, DP; Miranda Lorenz, production designer; Elizabeth Minzes, exec producer; Ari Schneiderman, head of production; Robyn Moskow, producer. Editorial Cosmo Street Marlo Caine, editor; Yvette Cobarrubias, exec producer; Chelsea Spensley, producer. Picture Finish KEVIN Sue Troyan, sr. exec producer; Andrew Cowderoy, producer. Color Primary Gregory Reese, colorist; Jenny Bright, producer. Music Hook & Line Bernardo Castro, producer; Abby Diamond, Brian Senti, exec producers. Audio Post One Union Recording Studios Joaby Deal, mixer; Jaylen Block-Smith, exec producer; Michael Swarce, 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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