Titel | What's the hardest thing about being a parent |
Agentur | BBR Saatchi & Saatchi |
Kampagne | Life Baby |
Werbende | Super-Pharm |
Marke | Super-Pharm |
Datum der ersten Ausstrahlung/Veröffentlichung | 2017 / 2 |
Geschäftsbereich | Fachgeschäfte |
Story | Ask any parent, and they'll tell you parenting is a very challenging task, especially when babies are involved. No matter who you are, whether you’re a Mommy or Daddy, whether you have any experience or not. It's going be tough. So why is it, that in a country like Israel where over 42% of families are defined as "alternative" when we watch commercials, the families portrayed in them are consistently monochromatic, traditional, heterosexual families? Shouldn't our ads be a reflection of the wonderful diversity that is out there? Are the love, family life and issues a gay couple faces any less valid than that of a traditional couple? Super-Pharm and its private label brand "Life Baby" didn't think so. That's why when "Life Baby" launched their new campaign, they decided they wanted every type of family in Israel to feel included. To do so, they asked one simple question, "What's the hardest thing about being a parent?"The commercial we created is a first in the Israeli media as it portrays how non-conventional families all ultimately deal with the same challenges. A gutsy move for any marketer, this is especially remarkable for a marketer as big as Super-Pharm in a country like Israel, where religious concerns, taboos and traditional views still reign strong and supreme and where consumer protest are not unknown to happen . |
Medientyp | Fernsehen |
Länge | |
Post-Produktion | Gravity |
Chief Executive Officer (CEO) | Yossi Lubaton |
Chief Creative Officer | Jonathan Lang |
Creative Director | Idan Levy |
Creative Teammitglied | Ronen Kornberg |
Creative Teammitglied | Niv Herzberg |
Creative Teammitglied | Oren Amiran |
Creative Teammitglied | Amir Ariely |
Creative Teammitglied | Raphael Biton |
Creative Teammitglied | Ronit Rona Yakobi |
Creative Teammitglied | Neta Reich |
Traffic Director | Ronit Doanis |
Produktionsmanager | Gali Starkman |
Account Service | Ben Muskal |
Account Supervisor | Noa Sharf |
Account Executive | Gili Peer |
Account Executive | Ronny Chaikin |
Regisseur | Ram Baruch |
Produktionsfirma | Shoshi&Udi |
Kreativer Koordinator | Eva Hasson |