As part of Team WPP, Grey led the summer campaign for Walgreens to drive awareness of how much damage can occur during high UV moments when people are generally apathetic about the dangers of the sun.
The work breaks through the inertia by exposing the sun damage people can’t see and inspiring a change in behavior.
To achieve the dramatic film effect, Grey and its production partner Tool used UV imaging to achieve full-spectrum footage that revealed markings on the skin, including hidden damage from the sun, that are not visible to the naked eye. The team paired the unforgettable images with an original Tierra Whack track that underscores the indifference through the lyric “Don’t worry ‘bout me, I’m doing good, I’m doing great, alright.” Documentary filmmaker Danielle Levitt directed via Tool.
Walgreens’ pharmacists and beauty consultants have been specially trained in sun care and prevention, and anyone walking into the store has access to their expertise to help find the right protection.
Titled “Save Your Skin,” the commercial airs on broadcast television and social channels through August.
CreditsClient Walgreens Agency Grey New York Jeff Stamp, chief creative officer; Hannah Fishman, executive creative director; Justin Roth, Erica Stevens, creative directors; Mackenzie Keck, art director; Paul Curry, copywriter. Executive Production Townhouse James McPherson, head of integrated production; Kimberly Kietz, exec producer; Eric Camins, producer; Kurt Steinke, music producer. Production Company Tool of North America, Santa Monica, Calif. Danielle Levitt, director; David Raboy, DP. Editorial Townhouse Studios Misha Spivack, editor. Music/Sound Design Justin Sloan Music Tierra Whack track: “Don’t worry ‘bout me, I’m doing good, I’m doing great, alright.” Principal Talent Anne Marie Moloney, Fabienne Heymans, Jay Helms, Shanea Lattimore, Alexandra Tabas.
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