This :60 titled “The Return” opens on a distraught woman in her home, surrounded by family, her husband lost in the woods. An FBI agent paces the room as the woman looks at photos of her missing loved one. The agent sighs and lets her know that her husband’s car was found in bear country.
Finally, though, everyone is relieved as her husband limps in the door and hugs her. It’s an emotional return–until she smells him. “Three days…and you come home smelling like a piña colada,” she says in disbelief. He explains: “That’s my Native deodorant. You SAW me put it on.” It’s been 72 hours, and she can’t believe it. She wants to know who he’s been with. “The things I did to get back to you, honey,” he says as his wife cries. The agents hold him back. Clean ingredients for 72 hours? It doesn’t add up!
Agency VCCP created this spot, one of two in a campaign for P&G personal care brand Native. Both commercials were directed by David Shafei of production house World War Seven.
Joel Kaplan, executive creative director at VCCP, said, “Native is so effective that some people have trouble believing their 72-hour odor protection claim. When we conceived the idea to show that it wasn’t the wearer who was in doubt, but those surrounding the wearer, the whole ‘unbelievable’ idea started feeling fresh and hilarious.”
Credits
Client Procter & Gamble/Native Agency VCCP US Joel Kaplan, executive creative director; Naomi Duckworth, creative director; Caroline Johnson, sr. copywriter; Kate Degen, sr. art director; Nikki Castillo Sikes, executive producer; Zach Zutler, sr. producer. Production World War Seven David Shafei, director; Jason McCormick, DP; Sloane Skala, exec producer; Michael Mitchell, line producer. Editorial Cabin Chan Hatcher, Nick Divers, editors; Molly Dollinger, Chris Messier, David Soto, assistant editors; Lisa Barnable, head of production; Adam Becht, exec producer; Grace Hammerstein, producer. Sound Design & Mix Lime Studios Jeff Malen, Dave Wagg, mixers; Matthew Conzelmann, audio assistant; Susie Boyajan, exec producer. Color Picture Shop Tim Stipan, colorist; Kalvin Johnson, color assist; Jennifer Heeber, producer. Online Shape and Light Aidan Thomas, creative director; Denley Ryan, Sam Kolber, lead Flame artists; Austin Lewis, Eugene Vernikov, Flame assists; Jade Fuller, Arielle Weir, VFX producers; Crystal Rossmann, exec producer.
Children’s charity Barnardos is releasing this thought-provoking film created by BBH Dublin to highlight the challenges some children in Ireland face.
Barnardos knows that to understand a child’s issues takes time and work. It’s not a quick fix.
That forms the basis of the new film in the “Change Their Story” campaign, which follows a young boy recounting a childhood birthday. It begins with him telling a story of a perfect day, surrounded by friends, family, presents and a huge cake topped with candles.
The story is then retold again and again. With each blow of the candle, more of the facade is chipped away to get to the truth; that his birthdays weren’t very special. The story ends with the boy, now in his teens, opening up about his real childhood experience to a Barnardos keyworker. All laddering up to the enduring line, “Because childhood lasts a lifetime.”
BBH Dublin worked closely with Barnardos to capture the reality of the healing process on film--how it’s an ongoing journey that requires continued support. David Leon directed via production company Iconoclast.
Evonne O’Rourke, production lead, BBH Dublin, added, “We felt a real responsibility to produce a piece of work that had impact and the power to support the brilliant work that Barnardos does. We knew we had a great script on our hands, but it was crucial that the idea was underpinned by craft that protected the authenticity of the story.
“It was a fine balance to strike--the production design, edit, sound design and color grade all had key parts to play in shaping and enhancing the narrative but not in a way that would overpower or become the focal point of the film.”
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