| Заголовок | What's the hardest thing about being a parent |
| Агентство | BBR Saatchi & Saatchi |
| Кампания | Life Baby |
| Рекламодатель | Super-Pharm |
| Бренд | Super-Pharm |
| Дата первой трансляции/Публикации | 2017 / 2 |
| Бизнес сектор | Аптеки, специализированные магазины |
| История | 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 . |
| Тип медиа | Телевидение |
| Длина | |
| Послепроизводственный этап | Gravity |
| Главный исполнительный директор (CEO) | Yossi Lubaton |
| Главный креативный директор | Jonathan Lang |
| Креативный директор | Idan Levy |
| Креативная команда | Ronen Kornberg |
| Креативная команда | Niv Herzberg |
| Креативная команда | Oren Amiran |
| Креативная команда | Amir Ariely |
| Креативная команда | Raphael Biton |
| Креативная команда | Ronit Rona Yakobi |
| Креативная команда | Neta Reich |
| Начальник службы регулирования движения | Ronit Doanis |
| Управляющий производством | Gali Starkman |
| Служба учетной записи | Ben Muskal |
| Руководитель группы по связям с рекламодателями | Noa Sharf |
| Делопроизводитель | Gili Peer |
| Делопроизводитель | Ronny Chaikin |
| Директор | Ram Baruch |
| Продакшн Студия | Shoshi&Udi |
| Creative Coordinator | Eva Hasson |