Gillette, an official partner of the NFL, has rolled out a television commercial celebrating the journey to greatness of Shaquem Griffin and all those who have overcome adversities to make their dreams come true.
Griffin was born with amniotic band syndrome affecting his left hand, which resulted in it being amputated as a child. Through hard work and dedication, with the love and guidance of his father, he went on to become a college football star and then just rose to the NFL, along with his twin brother and teammate, both Seattle Seahawks.
The commercial entitled “Your Best Never Comes Easy” traces Shaquem Griffin’s life from childhood, how he surmounted all the challenges life brought him and then graduated to the NFL. It chronicles the role of his father in his success from backyard football drills to his first shave to the NFL draft. It continues Gillette’s celebration of the bond between all fathers and sons.
Created by Grey New York, the commercial ends with the themelines: “Your Best Never Comes Easy. The Best a Man Can Get . . . Gillette” with Shaquem Griffin in his Seahawks uniform ready for the game.
The “Nothing Comes Easy” spot was directed by Floyd Russ from Tool of North America.
CreditsClient Gillette Agency Grey New York John Patroulis, worldwide chief creative officer; Jeff Stamp, deputy chief creative officer; Joe Mongognia, executive creative director; Jon Cochran, Brian Pluta, associate creative directors. Production Agency Townhouse James McPherson, chief production officer; Tania Slater, head of production; Katy Hill, VP, executive integrated producer; Dante De Parma, integrated film producer; Kurt Steinke, music producer. Production Tool of North America Floyd Russ, director; Jacob Moller, DP. Editorial Cut+Run NY Stacy Peterson, editor.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More