Diabetics often hear the word “no” when it comes to what they can eat. But in this spot directed by Mark Molloy of SMUGGLER for client Abbott Laboratories/Freestyle Libre out of agency Anomaly NY, all the “no” responses heard in humor-tinged scenarios turn ultimately to a “know” as patients find out their glucose levels which enable them to make informed dietary decisions.
Titled “Now You Know” in reference to the knowledge gained via the Freestyle Libre meter, the commercial consists of relatable moments coupling humanity and humor to nurture empathy for what diabetes patients experience.
Credits
Client Abbott Laboratories/Freestyle Libre Agency Anomaly New York Bronwen Lonsdale, producer; Seth Jacobs, executive creative director; Donnell Johnson, group creative director; Harry Neville-Towle, associate creative director; Ray Ali, sr. creative. Production Company SMUGGLER Mark Molloy, director; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, Declan Cahill, Leah Churchille-Brown, exec producers; Alex Hughes, head of production; Alex Taussig, producer; Jacquie Riley, head of production; Jeremy Rouse, DP; Jeremy Fitzgerald, 1st AD; Leah Popple, production designer; Beth Ryan, art director; Rebeca Cohen, set decorator; Mariot Kerr, wardrobe. Editorial Work Editorial Stewart Reeves, editor. Color Company 3 Sofie Borup, colorist. VFX a52
Lead agency Serviceplan’s new cross-media campaign for Lufthansa, “All it Takes is a Yes,” includes this short film which follows a protagonist who is magically transported from her daily office life to dream destinations with just a simple tap on the Lufthansa app.
We accompany her on a wonderful journey, discovering inspiring local experiences along the way. We see her at a dumpling shop in Shanghai, swimming in the turquoise waters near Rio de Janeiro, grabbing a sandwich at a New York deli, exploring the bustling streets of Mumbai, dancing at a wedding party in Rome and marvelling at the desert in South Africa. Along the way she connects with a character who’s seemingly following her. Inspired by magical realism, director Niclas Larsson via production house Iconoclast has crafted a stunning visual journey that perfectly blends reality and dream.
The campaign was developed and implemented by an international Serviceplan team under the creative lead of Serviceplan Germany chief creative officer Till Diestel, and global executive creative directors Erick Barrios Hernández and Wolfgang Warzilek.
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