In Israel, conventional thinking dominates the media landscape. BBR Saatchi & Saatchi’s ad for Super-Pharm private label brand Baby Love flouts convention.
It shows that non-conventional families go through exactly the same new baby struggles as traditional ones. And that’s very much a first in Israeli media.
“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,” BBR Saatchi & Saatchi noted.
In reality, more than 42% of families in Israel are defined as “alternative”.
The families portrayed in Israel’s advertising, though, are predominately traditional, same colour and heterosexual.
“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,” BBR Saatchi & Saatchi asked.
BBR client, Super-Pharm and its private label brand, Life Baby, didn’t think so.
Super-Pharm and BBR Saatchi & Saatchi wanted to create a film that was real. Was helpful. And made every type of family in Israel feel included.
So they asked couples just one question, “What’s the hardest thing about being a parent?”
Credits:
Client: Super-Pharm
Agency: BBR Saatchi & Saatchi
Chief executive officer: Yossi Lubaton
Chief creative officer: Jonathan Lang
Creative director– Idan Levy
Creative Team: Ronen Kornberg, Niv Herzberg, Oren Amiran, Amir Ariely, Raphael Biton, Ronit Rona Yakobi & Neta Reich
Traffic: Ronit Doanis
Vice president content & production: Dorit Gvili
Production manager: Gali Starkman
Vice president client services: Ben Muskal
Account supervisor: Noa Sharf
Account executive: Gili Peer, Ronny Chaikin
Strategic planning supervisor: Roni Arison
Creative coordinator: Eva Hasson
Production Company: Shoshi&Udi
Director: Ram Baruch
Editor: Dadan Uziel
Original Music: Smulik Noifeld
Post production: Gravity
Facebook:
Vice president client services: Elad Brindt Shavit
Head of advertising agencies: Marco Michieli
Creative strategy: Udi Avital
