Brazilian cosmetics company O Boticário invites reflection on the act of caring for loved ones as a natural part of life’s journey in its new Christmas campaign. Titled “Casa de Vidro” (“Glass House”), this campaign film presents the largest production in the brand’s history and portrays the challenges many Brazilian families face when children assume the role of caregivers for their aging parents.
This film follows a family gathering for Christmas dinner, where two sisters share the responsibility of caring for their mother. Tensions rise as conflicts surface, and the metaphor of the “glass house” symbolizes the fragility of family bonds. A flashback to the sisters’ youth ultimately leads them to reconnect through cherished memories and affection, emphasizing the importance of family and the responsibility of caring for those who have always cared for them.
Created by agency AlmapBBDO in partnership with O Boticário, “Casa de Vidro” was directed by Kid Burro via MyMama Entertainment.
The soundtrack features a snippet of Alanis Morissette’s “You Learn,” a deliberate choice to connect with millennials who grew up with the song in the 1990s. This demographic is the most likely to resonate with the campaign’s theme, as many are facing the challenges of caring for their aging parents.
The film is running across O Boticário’s social platforms. A 60-second version will air during primetime on open TV and additional content on pay TV.
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Credits
Client O Boticário Agency AlmapBBDO Luiz Sanches and Perni, chief creative officers; Fernando Duarte and Henrique Del Lama, executive creative directors; Philippe Degen, creative director; Beatriz Fiori, Pedro Hefs, and Yasmin Oliveira, creative team; Diego Villas Boas, Juliana Henriques, Giuliano Springuetti, A-V production; João Gabriel Fernandes, chief strategy officer. Production Company MyMama Entertainment Kid Burro, director; André Pinho, Mayra Faour Auad, and Gabrielle Auad, producers; Pati Caldas, Mafe Cicaroni, and João da Terra, exec producers; Juliana Pellegrino, 1st assistant director; Bibi Bianchini; Gisela Takara, production director; Vicente Saldanha, art direction; Paulo Puerta, art producer; Sergio Heineck, props producer; Nina Guimarães, costume designer; Simone de Souza, makeup & hair; Fezao Barbieri, postproduction coordinator. Cast Ana Elisa Mattos, Stephanie Lourenço, Malu Bierrenbach, Hugo Torrens, Paulo Amaral, André Garcia, Salete Fracarolli, Erica Letang Elias, João Miguel Libarino, Júlia Turati, Laura Bicudo, and Luisa Bertoli. Postproduction Nash Cirilo Bonazzi, VFX supervisor; Flavia Gannam, producer; Alice Villela, Andre Neumann, Caique Veloso, Cirilo Bonazzi, Diogo Castro, Luiz Fernando Tavares Alves, Rafael Assoni, Rafael Jimenez, Renata Prado, VFX artists; Guilherme Casagrandi, 3D technical director; Claudio Colangello, VFX producer; Raul Rodrigues, VFX lead; Guilherme Bermud, Luiz Reis, Marco Antônio dos Santos, Bruno Merli, 3D special effects artists; Gabriel Bittencourt, conform. Color Grading Clandestino Alexandre Cristófaro and João Paulo Geraldo, colorists; Luiza Freire, conform. Editorial Carol Leone, editor. Sound Production, Music Satelite Audio Roberto Coelho, Kito Siqueira, and Hurso Ambrifi, musical direction; Roberto Coelho, Hurso Ambrifi, Thiago Colli, Koitty, Alexandre Avicena, Pedro Pelotas, and Aloizio Lows, music production; Carla Cornea, Vithor Moraes, Arthur Dossa, Esteban Romero, and Andre Giannini, finalization; Camila Guedes, Letícia Oliveira, Bea Vieira, and Mariana Tardelli, production coordination.
Produced by The Corner Shop and directed by Peter Thwaites for Goodby Silverstein & Partners, Xfinity’s latest campaign includes this spot which introduces an unexpected member of the family, a Robovac. The :60 unfolds from the robotic vacuum cleaner’s point of view, gliding across hardwood floors and tracing the edges of a busy home. All around the household, family members are locked into their own screens--mom on a work call, daughter deep in reality TV, the boys absorbed in gaming. Even the dog keeps its distance, tucked under the table.
When dad calls out “movie night,” no one responds. That changes when he opens the Xfinity app and hits “Pause Kids’ Devices.” Instantly, the kids come running.
The family gathers on the couch, snacks in hand. The Robovac is right there with them. Spooked by a scary moment, the Robovac ducks under the couch before the youngest coaxes it back out with a kernel of popcorn.
The voiceover lands the idea: “Wi Fi so smart, it brings the whole family together. Xfinity, Imagine That.”
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