Super-Pharm - "What's the hardest thing about being a parent"

BBR Saatchi & Saatchi

BBR Saatchi & Saatchi Ramat Gan, Israel

17513

This ad is part of the ACT Responsible Collection

Marca: Super-Pharm
País: Israel

Anunciante: Super-Pharm

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	89 seconds
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