Ad of the week: New Balance’s ‘We Got Now’

VMLY&R New York’s campaign stars Jaden Smith as the voice of Gen Z.

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

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