GENENTECH is beyond caring

Unless you're extremely lucky or extremely lonely, adult life is often beset with the struggles associated with caring for others.

Focusing specifically on the 'sandwich generation' - adults caring for ageing parents while raising children - BBH's new film for US biotechnology and pharmaceutical company Genentech, Do I Look Like I Care?, gives audiences an insight into the plate-spinning life of a hectic caregiver.

Smartly using live action for the character's real life, shot beautifully by The Sweetshop director Reinaldo Marcus Green, and stop-motion animation for her mental load, created by One6th director Baz Sells, whose Two Black Boys in Paradise won the BAFTA for British Short Animation this year, the heartfelt film brings life to an under discussed topic.

“At Genentech, we see caregivers as an essential, and too often invisible, part of the healthcare journey,” said Erin Echter, Marketing Team Director.

“I’ve experienced firsthand how much is carried behind the scenes, supporting my own mom through vision loss. Caregivers are often the ones advocating, navigating care, and helping their loved ones stay on treatment to maintain their vision and independence. 

"This campaign is about ensuring they feel seen, supported, and recognised for all they do.”

Alex Grieve, Global Chief Creative Officer BBH, adds: "The very real truth is that caring for others is largely unseen and by definition under-appreciated. We wanted to shine a light on what carers deal with day after day, the love and the sacrifice, the highs and the lows. And to tell that story with empathy, insight and truth we turned to one of the world's very best storytellers: Reinaldo Marcus Green. 

"We are thrilled with the final film. It is a visual feast and an exercise in craft, but above all, it allows caregivers to, finally, be seen."

You can watch the full spot here.