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Cole Webley from Cortez Brothers: I Hope that The Journey Begins Audience Has More Empathy with Those Who Struggle for Better Opportunities
Manuela Walfenzao| 13 de febrero de 2017
Webley: Quisimos darle una cara a la inmigración y a la esperanza
The Director from Cortez Brothers, Cole Webley, filmed the commercial The Journey Begins for 84 Lumber. The piece unleashed quite a controversy after its launch during the Super Bowl 51, due to its political content. The video shows the journey of an immigrant family: a mother with her daughter, who overcome all kinds of obstacles and circumstances in order to get to the border, and when they do, they see the wall. TV channels banned the outcome, but the makers were able to invite people to watch the end online.“The experience from this commercial straightens the idea that by crafting intimate and specific stories that honors the individual at the heart – we are able to speak to anyone and everyone. Many people have contacted me about the commercial to tell me how much they were moved” explained Webley. “The film was effective in stirring up emotions and conversation. I wish we did this more in advertising.”Although their goal was not to be controversial with the spot, the Director expressed that he was moved by how it caught people’s attention. “I was excited to see that it struck a chord. In our current political climate, immigration is a hot topic. It’s not surprising it has become a talking point, though I wish the conversation wasn’t so polarized” he said. “ We truly wanted to give a face to immigration and the hope, struggle, and desire to succeed. I would hope that our audience gained a little more empathy for those struggling for better opportunity no matter who they are.”Webley feels that “the beauty of America is that we can have differing opinions. I think brands should be true to their own ideologies – being empathetic, legal, fair, and welcoming to all”
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