New Balance recruited actor and musician Jaden Smith to preach that “impatience is a virtue” for the Gen Z audience. The new saying showcases how Gen Zers aren’t afraid to make moves because they know where they’re going. In the spot, Smith loads up a truck for his Water Box project, which delivers safe water to underserved communities. Tennis star Coco Gauff and Olympic sprinter Sydney McLaughlin also appear in the spot practicing hurdles and serves, respectively.
“When you know what you want, waiting isn’t an option," Smith says in the spot.
AGENCY | VMLY&R New York
CREATIVE DIRECTOR | Justine Cotter
CREATIVE DIRECTOR | Rai Halim
AGENCY PRODUCER | Andrew Wilcox
MANAGING DIRECTOR | David Pomfret
ACCOUNT DIRECTOR | Lucy Bugler
ACCOUNT SUPERVISOR | Logan Hassig
CLIENT | New Balance
GLOBAL DIRECTOR | Ian Fitzpatrick
GLOBAL MARKETING DIRECTOR | Michael Clarke
SOUTH AFRICA SERVICE COMPANY | ROBOT
EXECUTIVE PRODUCER | Liam Johnson
LINE PRODUCER | John McDonald
PRODUCTION MANAGER | James Savage
PRODUCTION COORDINATOR | Jenna Lee Keys
CASTING DIRECTOR | Holli Bennett / Disco Creatives
PRODUCTION DESIGNER | Maria Labuschagne
PROP MASTER | Jonathan Clarke-Brown
1st AD | Travis Nel
GAFFER | Tyron Mountjoy
CHOREOGRAPHER | Ashlynn Erasmus
STYLIST | Mavuso Mbutuma
STYLIST | Peter Georgiades
US SERVICE COMPANY | YELLA
US CO-DIRECTOR | Courtney Philips
HEAD OF PRODUCTION | Matthew Kauth
LA PRODUCER | Cali Burns & Taylor Byorn Bro
LA DOP | Ayinde Anderson
LA 1st AD | Ian Thomas
MIAMI PRODUCER | Claudia Rivas
MIAMI DOP | Massimo Hanozel
MIAMI 1st AD | Juan Zuniga
EDITOR | Stephen Dunne
ASSISTANT EDITOR | Blaine Pearson
OFFLINE PRODUCER | Julian Marshall
EDIT HOUSE | Ten Three
COLOURIST | Joseph Bicknell
COLOUR PRODUCER | Anna Kelman
GRADING COMPANY | Company Three
MUSIC | Daniel Lidchi
SOUND DESIGN | Alex Bingham
AUDIO PRODUCER | Ghazal Zargar Elahi
MACHINE SOUND EP | Matej Oreskovic
AUDIO HOUSE | Machine Sound
POST PRODUCER | Sally Heath
POST HOUSE | Absolute
