| Titulo | What's the hardest thing about being a parent |
| Agência | BBR Saatchi & Saatchi |
| Campanha | Life Baby |
| Anunciante | Super-Pharm |
| Marca | Super-Pharm |
| Data da primeira Transmissão/Publicação | 2017 / 2 |
| Sector Empresarial | Drogarias, lojas especializadas |
| História | 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 . |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Pós produção | Gravity |
| Chief Executive Officer (CEO) | Yossi Lubaton |
| Chief Creative Officer | Jonathan Lang |
| Director criativo | Idan Levy |
| Equipa criativa | Ronen Kornberg |
| Equipa criativa | Niv Herzberg |
| Equipa criativa | Oren Amiran |
| Equipa criativa | Amir Ariely |
| Equipa criativa | Raphael Biton |
| Equipa criativa | Ronit Rona Yakobi |
| Equipa criativa | Neta Reich |
| Director de tráfego | Ronit Doanis |
| Production Manager | Gali Starkman |
| Account Service | Ben Muskal |
| Supervisor de conta | Noa Sharf |
| Executivo de contas | Gili Peer |
| Executivo de contas | Ronny Chaikin |
| Realizador | Ram Baruch |
| Produtora | Shoshi&Udi |
| Creative Coordinator | Eva Hasson |