| Título | What's the hardest thing about being a parent |
| Agencia | BBR Saatchi & Saatchi |
| Campaña | Life Baby |
| Anunciante | Super-Pharm |
| Marca | Super-Pharm |
| Fecha de primera difusión/publicación | 2017 / 2 |
| Sector Empresarial | Comercios de proximidad, tiendas especializadas |
| Sinopsis | 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 . |
| Medio | Televisión |
| Duración | |
| Postproducción | Gravity |
| Chief Executive Officer (CEO) | Yossi Lubaton |
| Responsable de la creación | Jonathan Lang |
| Director creativo | Idan Levy |
| Miembro del equipo creativo | Ronen Kornberg |
| Miembro del equipo creativo | Niv Herzberg |
| Miembro del equipo creativo | Oren Amiran |
| Miembro del equipo creativo | Amir Ariely |
| Miembro del equipo creativo | Raphael Biton |
| Miembro del equipo creativo | Ronit Rona Yakobi |
| Miembro del equipo creativo | Neta Reich |
| Traffic Director | Ronit Doanis |
| Director de producción | Gali Starkman |
| Account Service | Ben Muskal |
| Jefe de cuentas | Noa Sharf |
| Ejecutivo de cuentas | Gili Peer |
| Ejecutivo de cuentas | Ronny Chaikin |
| Realizador | Ram Baruch |
| Productora | Shoshi&Udi |
| Creative Coordinator | Eva Hasson |