With Father’s Day on Sunday, American Family Insurance is releasing a digital long-form film that tells the story of a dad supporting his son’s dream in an unexpected way. Jamie Rafn of Smuggler directed this piece in which a dad buys his son a judo outfit and lessons so he can become stronger, build inner confidence, and defend himself if need be against bullying taunts of classmates. While the lad isn’t initially enthused over the prospects of judo, he begins to warm up to the training. The martial arts instruction serves its intended purpose, enabling the dad to buy another outfit more in line with a long-held dream of his son.
This online film is the latest entry in American Family Insurance’s ongoing “Insure carefully, dream fearlessly” campaign. By affording his son the proper protection, the father enables his boy to pursue something he might not have been able to easily realize otherwise.
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Credits
Client American Family Insurance Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Susan Golkin, Michael Aimette, executive creative directors; Eric Goldstein, sr. creative director; Lance Vining, Gary DuToit, creative directors; Becky Burkhard, sr. producer; Mike Ritchie, assistant producer; Rani Vaz, music producer. Production Smuggler Jamie Rafn, director; Drew Santarsiero, exec producer; Alex Waite, line producer; Andrij Parekh, DP. Editorial Cosmo Street Editorial Paul Hardcastle, editor; Nellie Phillips, assistant editor; Maura Woodward, exec producer; Anne Lai, producer. Postproduction MPC Mark Gethin, telecine artist; Adina Birnbaum, exec producer; Adrienne McNeary, producer; Jonathan McKee, Elijah Lamond, Leslie Chung, conform artists; Bindy St. Leger, producer. Graphic Design Suspect Rob Appelblatt VFX MPC Aleks Djordjevic, VFX supervisor; Vamsi Krisna Reddy, rotoscoping; Camila De Biaggi, exec producer; Bindy St. Leger, Aiste Akelaityte, producers. Music Beacon Street Studios Andrew Feltenstein, composer; Leslie DiLullo, producer. Audio Post Sonic Union Mike Marinelli, engineer; Justine Cortale, producer. Stock Footage/Video shot by Koji Yahagi; Mike Gentile, producer. Stock Music Universal/EVO (publisher) Stock track: “El Diablo Baby”
Brazilian cosmetics company O Boticário has launched its Christmas campaign with a five-minute short that seeks to spark reflection on intra-family stress and the impact that words can have on our closest relationships. The inspiration came from a poll sponsored by the brand, conducted by consulting firm On The Go. The results revealed that 86% of Brazilians have been the victims of family bullying, but just 17% of them discuss the issue openly.
The film, created by AlmapBBDO, São Paulo, and directed by YOUTH of production company THE YOUTH, portrays the scenario laid out in the poll: the commonest kinds of family bullying are related to comments about physical appearance (50%) and comparisons between relatives (80%). We meet Camila, a young woman who flips through an album of Christmas photos only to be reminded of harsh comments from loved ones--especially her godmother, whose jabs about her body and appearance cast a shadow over family gatherings and wound up reinforcing rigid beauty standards.
“It’s not an easy topic to approach, and that’s why it’s so necessary,” explained Carolina Carrasco, director of branding and communications for O Boticário. “With this campaign, we’re able to reinforce just how important positive words can be, especially since 71% of people who’ve been bullied believe that affectionate gestures and comments can positively transform family relationships. That’s why we’d like to invite people to show their love out loud, and to leave marks of love.”
To encourage those behaviors and show the power of words this Christmas, O Boticário has created the concept “Words leave marks--let them be of love.” The film shifts between past and present, moving toward reconciliation as it shows just how... Read More
