The adults in charge of raising their children and, at the same time, caring for their parents have been called the “sandwich generation”, a segment of the population that, despite supporting two generations, is sometimes invisible. The biotechnology company Genentech, part of the Roche Group, pays tribute to them in an artistic short advertising film.

Devised by the creative agency BBH London, the piece reflects the tensions of those responsible for caring and reflects the complex emotional duality of the task, a mixture of love, gratitude and devotion that often coexists with stress, exhaustion or guilt. Genetech has sought to convey the reality of a situation, which, while it may be honorable, is also challenging.

He does it with a short that combines different techniques, from real image to stop motion. All of this to highlight the delicate balance between strength and vulnerability that defines the experience of the “sandwich generation.”
For this, the filmmaker Reinaldo Marcus Green, the production company The Sweetshop, and the animation studio One6th were involved. In addition, we have collaborated with Mackinnon & Saunders, the puppet creators of “Corpse Bride” and “The Fantastic Mr. Fox”, who have created a version of the protagonist to bring her inner thoughts and emotional world to life.

On a tactical level, the ad communicates Vabysmo, an ophthalmic medication prescribed for older adults; while strategically, it positions Genentech as a close and committed company. Both messages come together in a reflection that reminds us that care is a matter of “love and sacrifice. It is beautiful and brutal. Everything deserves to be seen.”

The company views caregivers as an essential part of the healthcare process. They ensure that they are the ones who advocate for their loved ones, manage their care and help them follow treatment to maintain their vision and independence. In this sense, the campaign reflects Genentech’s support for the “sandwich generation”, paying tribute to their resilience.