Life Baby: Love comes in all shapes and forms
Media Type:
Online
Brand
Agency
Country:
Industry:
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?"
Credits
CEO:
Yossi LubatonChief Creative Officer:
Jonathan LangCreative Director:
Idan LevyCreative Team:
Ronen Kornberg, Niv Herzberg, Oren Amiran, Amir Ariely, Raphael Biton, Ronit Rona Yakobi, Neta ReichTraffic:
Ronit DoanisVP Content & Production:
Dorit GviliProduction Manager:
Gali StarkmanVP Client Services:
Ben MuskalAccount Supervisor:
Noa SharfStrategic Planning Supervisor:
Roni ArisonCreative Coordinator:
Eva HassonDirector:
Ram BaruchProduction Company:
Shoshi & Udi ProductionsVideo Editor:
Dadan UzielOriginal Music:
Smulik NoifeldPost House:
GravityDate:
January, 2017
Ad of the day
Ad of the Day | Nike/NOCTA: Yes Man Full
9.5
Ad of the Day | Pizza Hut: Every Four Years
9.8
Ad of the Day | Airalo: Connection Means the World
0.0
Latest News
Jul. 22, 2026
Havas Strengthens Experiential Marketing Arm, Havas Play, Across Benelux with Acquisition of Dutch Agency SportVibes
Founded in 2003, SportVibes has extensive experience creating connections between fans
Jul. 22, 2026
World Cup Ads Don't Rely on Beckham or Messi as Much as Marketers Think
The stars feature in fewer than 1 in 10 ads, but their presence boosts long-term effectiveness