Created by consumer robotics pioneers Anki®, Vector, the Good Robot isn’t just technologically advanced; he represents a friendly, peaceful future where robots and mankind live in peace—not intent on destroying each other. Or at least that’s the message behind a new campaign from Wieden+Kennedy, which compares Vector to the other, much more menacing robots that absolutely don’t want to be our friend.
The campaign launched with this film titled “The Decision”–directed by Nick Gordon of Somesuch–in which a man, who represents the choice humanity as a whole must make, has to decide which robot he wants to bring home. There’s Vector, the charming, super-advanced home robot who just wants to be your friend and help out around the house. And then there are the other robots… In the end, the decision is rather easy.
As part of the Good Robot campaign, Anki is also asking other robot makers to join them in shaping this more positive human/robot future. Mobile billboards will spend the next few weeks driving around the headquarters of many robotics and artificial intelligence companies, as well as several of the nation’s leading robotics universities, reminding them that we have the power and responsibility to steer this industry towards a future where robots can peacefully co-habitate with their human friends.
Credits
Client Anki Agency Wieden+Kennedy Portland, Ore. Jason Bagley, Eric Baldwin, executive creative directors; Stewart Brown, Brandon Davis, Dan Viens, creative directors; Jonathan Marshall, copywriter; Helen Rhodes, art director; Mike Davidson, Matt Hunnicutt, director of production; Chris Capretto, Bob Guerrero, producers. Production Somesuch Nick Gordon, director; Nicky Barnes, exec producer; Saul Germaine, line producer; Christopher Blauvelt, DP. Editorial Joint Editorial Steve Sprinkel, Eric Hill, editors; Kristy Faris, assistant editor; Jen Milano, Chris Gerard, post producer; Leslie Carthy, post exec producer. VFX The Mill Jason Bergman, John Shirley, VFX lead; Erin Hicke, VFX producer; Anastasia von Rahl, Enca Kaul, VFX exec producers. Music Soundtree Mitchell Tagner, composer; Luis Almau, head of music production; Jay James, managing director. Sound Design Soundtree Henning Knoepfel, sound designer. Audio Post Lime Mark Meyuhas, mixer; Susie Boyajan, producer.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
