Jaden Smith says 'impatience is a virtue' for New Balance

The global campaign 'We got now,' created by VMLY&R New York, taps into Gen Z.

New Balance flipped the age-old saying "patience is a virtue" on its head in its new campaign, "We got now."

The footwear brand tapped actor and musician Jaden Smith to preach that "impatience is a virtue," because it gives Gen Zers control of their own destiny. He’s joined by tennis star Coco Gauff and Olympic sprinter Sydney McLaughlin. In the vignettes, McLaughlin practices hurdles, while Gauff masters serves. Smith delivers water for his Water Box project, which provides communities access to clean water. "When you know what you want, waiting isn’t an option," Smith says in the spot.

Credits

CREATIVE DIRECTOR
CREATIVE DIRECTOR
AGENCY PRODUCER
MANAGING DIRECTOR
ACCOUNT DIRECTOR
ACCOUNT SUPERVISOR
CLIENT
GLOBAL DIRECTOR
GLOBAL MARKETING DIRECTOR
SOUTH AFRICA SERVICE COMPANY
EXECUTIVE PRODUCER
LINE PRODUCER
PRODUCTION MANAGER
PRODUCTION COORDINATOR
PRODUCTION DESIGNER
PROP MASTER
1st AD
CHOREOGRAPHER
STYLIST
US SERVICE COMPANY
US CO-DIRECTOR
HEAD OF PRODUCTION
LA 1st AD
MIAMI PRODUCER
MIAMI DOP
MIAMI 1st AD
EDITOR
ASSISTANT EDITOR
OFFLINE PRODUCER
EDIT HOUSE
COLOURIST
COLOUR PRODUCER
GRADING COMPANY
SOUND DESIGN
AUDIO PRODUCER
MACHINE SOUND EP
AUDIO HOUSE
POST PRODUCER
POST HOUSE

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