This State Farm spot from DDB Chicago starts with footage of disastrous situations and a voiceover (by Lorenzo Persons) asking the question, “What if one day we woke up and everything just stopped going wrong?” As a dark tornado transitions to a peaceful sky, an accident is averted, and a blazing fire is extinguished, the voiceover continues, “No more accidents, no more fires, no more emergencies.” Suddenly everything that can go wrong, goes right. The spot goes on to emphasize how in a world where things stop going wrong, State Farm will still be here to help with college, a first car and new beginnings.
Hoffman/Metoyer of MJZ directed this commercial, which is titled “Wrong/Right.”
Credits
Client State Farm Agency DDB Chicago John Maxham, chief creative officer; Mel Routhier, Barry Burdiak, John Hayes, group creative directors; Mike Schif, Chad Broude, Brian Boord, creative directors/writers; Diane Jackson, chief production officer; Scott Kemper, Debora den Iseger, executive producers; Katie Greenbaum, associate producer; Jack Perone, chief strategy officer; John Manley, group strategy director. Production MJZ Hoffman/Metoyer, directors; Eriks Krumins, exec producer; Emily Skinner, producer. Editorial Final Cut Rick Russell, editor; Betty Jo Moore, assistant editor; Rebecca Baker, producer; Suzy Ramirez, head of production; Eric McCasline, exec producer. VFX The Mill Udesh Chetty, shoot supervisor, 2D lead artist; John Leonti, Mike Di Nocco, creative directors; Richard Tepavchevich, 3D lead artist; Jonathan Freeman, Daniel Popovic, Andrew Pellicer, 2D artists; Jordan Carroll, Maureen Lu, Ben Jones, 3D artists; Jie Zhou, Rasha Shalaby, Itai Muller, matte painting; Jared Yeater, exec producer; Nicole Duncan, Alex Bader, producers; Samantha Hernandez, production coordinator. Music Hanan Townshend, composer. Human Jonathan Sanford, exec producer. Audio Post Another Country John Binder, Peter Erazmus, mixers; Josh Hunnicut, assistant; Tim Konn, exec producer. Sound Design HenryBoy Bill Chesley, sound designer; Kate Gibson, producer. Voiceover Talent Lorenzo Persons
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
