| 标题 | What's the hardest thing about being a parent |
| 广告公司 | BBR Saatchi & Saatchi |
| 广告战役 | Life Baby |
| 广告主 | Super-Pharm |
| 品牌 | Super-Pharm |
| 首次发布日期 | 2017 / 2 |
| 行业领域 | 杂货店、专卖店 |
| 剧情简介 | 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 . |
| 媒体类别 | 电视 |
| 长度 | |
| 后期制作 | Gravity |
| Chief Executive Officer (CEO) | Yossi Lubaton |
| 首席创意官 | Jonathan Lang |
| 创意总监 | Idan Levy |
| 创意团队 | Ronen Kornberg |
| 创意团队 | Niv Herzberg |
| 创意团队 | Oren Amiran |
| 创意团队 | Amir Ariely |
| 创意团队 | Raphael Biton |
| 创意团队 | Ronit Rona Yakobi |
| 创意团队 | Neta Reich |
| Traffic Director | Ronit Doanis |
| 制作经理 | Gali Starkman |
| Account Service | Ben Muskal |
| 客户主管 | Noa Sharf |
| 客户主管 | Gili Peer |
| 客户主管 | Ronny Chaikin |
| 导演 | Ram Baruch |
| 制作公司 | Shoshi&Udi |
| Creative Coordinator | Eva Hasson |