Teva Spotlights Caregivers in Raw, Tender Film From VCCP
In the U.K., more than 4 million people serve as unpaid caregivers every year. Often, they struggle in anonymity, under intense pressure, toiling to make ends meet and raise kids while looking after aging family members who grow needier each day.
Teva Pharmaceuticals spotlights one such devoted helper in a :60 from VCCP and director Anders Hallberg.
Narrated by acclaimed actor John Rhys-Davies, the documentary-style film pulls no punches. It depicts an existence fraught with tension and tears—punctuated by moments of affection and transcendent understanding.
Neither sentimental nor bleak, the presentation deftly walks a fine line. Yes, caregiving can be rough, even heartbreaking work. Ultimately, though, it makes us more human.
The project hits close to home for Rhys-Davies, who delivers a voice-over that sounds both strong and world weary. Best-known for roles in the Lord of the Rings and Indiana Jones franchises, the actor drew on his experience caring for his wife, who succumbed to Alzheimer's a decade ago.
He shares his story below:
"Caregivers provide a vital role, constantly caring for loved ones whilst balancing their everyday life and responsibilities," says Galit Sasson, director, global corporate brand at Teva. "This is why we have created the 'Love Doesn't Take a Break' campaign. To raise awareness of the endless devotion it takes to be a carer every single day, and to show them how Teva values and supports them, directing them to the tools, initiatives and information."
"With around one in two people globally acting as unpaid carers, the number of people that this story will resonate with is huge," adds Brett O'Connor, ECD at VCCP Health. "The film carries such an important message to caregivers everywhere. It is a real and raw portrayal, and as hard as that role can be, there are beautiful moments that make being a caregiver so worthwhile."
CLIENT: Teva Pharmaceuticals
CLIENT: Galit Sasson (Director, Global Corporate brand at Teva Pharmaceuticals)
CLIENT: Noa Shumovitch (Head of Corporate Brand and internal communications)
CLIENT: Liron Schipper (Senior Manager MarCom and Global Brand)
ADVERTISING AGENCY: VCCP Health
EXECUTIVE CREATIVE DIRECTOR: Brett O’Connor
HEAD OF COPY: Matt Macland
SENIOR ART DIRECTOR: Ben Gibson
SENIOR COPYWRITER: Joe Deeks
SENIOR ACCOUNT DIRECTOR: Simone Lee
SENIOR ACCOUNT MANAGER: Emma Tuckley
PLANNING DIRECTOR: Frankie Everson
AGENCY CREATIVE PRODUCER: Helena Socratous
AGENCY CREATIVE PRODUCER: Lara Masojada
PRODUCTION COMPANY: Great Guns
DIRECTOR / DP: Anders Hallberg
EDITOR / GRADE/ONLINE: Davide Quatela
EXECUTIVE PRODUCER: Laura Gregory
PRODUCER: Tim Francis
PRODUCTION DESIGN: Francesca Massariol
COSTUME DESIGN: Michelle May
SOUND: Stefan Almqvist
MUSIC: Max Kiusalaas
VOICEOVER: John Rhys-Davies