Love Comes In All Shapes And Sizes : Super Pharm by BBR Saatchi & Saatchi

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 .

To watch our commercial click here:

Agency Credits: BBR Saatchi & Saatchi
Client: Super-Pharm
CEO – 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
VP Content & Production – Dorit Gvili
Production Manager- Gali Starkman
VP Client Services – Ben Muskal
Account Supervisor – Noa Sharf
Account Executive –Gili Peer, Ronny Chaikin
Strategic Planning Supervisor: Roni Arison
Creative Coordinator: Eva Hasson
Director – Ram Baruch
Production Company- Shoshi&Udi
Video Editor- Dadan Uziel
Original Music- Smulik Noifeld
Post House – Gravity
Sound House

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VP Client Services – Elad Brindt Shavit
Head of Advertising Agencies – Marco Michieli
Creative Strategy- Udi Avital

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