Inspired by the upcoming Amazon Prime film Cinderella, Mercedes-Benz recently collaborated with agency Merkley + Partners, director Rachel McDonald of Biscuit Filmworks, and a primarily female cast and crew, to create a television commercial which aims to encourage women to rewrite the roles they were told to have in the world.
Placing innovation at the forefront, Mercedes-Benz is showcasing the amazing talent behind Cinderella who are breaking the mold and leaving their mark. The commercial, "Rewrite the Story," stars Camila Cabello, Cinderella director and writer Kay Cannon and producer Shannon McIntosh and highlights the collaboration of strong, inspirational women who are shattering the glass ceiling.
Credits
Client Mercedes-Benz Agency Merkley + Partners Alex Gellert, CEO/partner; Andy Hirsch, chief creative officer; Max Godsil, creative group head; Gabi Hastings, creative director; Gary Grossman, director of broadcast production; Alex Kobak, sr. producer; Bev Don, director art production; Kristin Palmeri, art producer. Production Biscuit Filmworks Rachel McDonald, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Maury Strong, producer; Sean Moody, head of production; Chris Blauvelt, DP; Deborah Evans, production designer. Editorial Rock Paper Scissors Lauren Dellara, editor; Eve Kornblum, exec producer. Brand Experience Marketing Engine Shop Chris Handy, CEO; Jimmy Cundiff, EVP; Lindsay Abken, sr. graphic designer.
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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