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Wieden+Kennedy Portland “The Myth” 2023

Wieden+Kennedy Portland “The Myth” (2023) is a Wieden+Kennedy Portland commercial directed by Jackie Bao, produced by Biscuit Filmworks. It won one award: Cannes Lions 2023 Film Silver.

This ad challenges the "model minority" myth, showing the struggles and resilience of Asian Americans through generations, culminating in a powerful message of self-acceptance and collective identity.

Video: Wieden + Kennedy on YouTube

Shot by shot

  1. A young girl sits on a chair in front of a blue backdrop and an American flag, while another girl stands in the foreground in a school gym.© Wieden+Kennedy Portland0:00
  2. A young Asian girl with a serious expression sits in front of a blue wall and an American flag, then a hand reaches in front of her.© Wieden+Kennedy Portland0:08
  3. A young Asian girl with dark hair and a floral backpack looks up with a slight frown on her face, outdoors.© Wieden+Kennedy Portland0:15
  4. A young girl with long dark hair sits on the floor, watching a black and white cartoon on an old television in a cozy living room.© Wieden+Kennedy Portland0:21
  5. A young woman with dark hair in a ponytail leans over a man in a suit, who looks up at her with a concerned expression in an interior setting.© Wieden+Kennedy Portland0:28
  6. A young Asian woman in a light-colored shirt looks intently at a goldfish swimming in a tank, with a dark, blurry background.© Wieden+Kennedy Portland0:31
  7. A woman with dark hair looks through a wet glass surface, her face appearing distressed as water droplets run down the glass.© Wieden+Kennedy Portland0:41
  8. A long line of military trucks filled with people drives down a dirt road, while a man in a blue shirt stands by the roadside.© Wieden+Kennedy Portland0:46
  9. A close-up shot of an older Black man with a mustache, looking up with tears streaming down his face, in an interior setting.© Wieden+Kennedy Portland0:52
  10. A person with long hair and a striped shirt stands with arms outstretched, looking distressed in a dark, grainy room.© Wieden+Kennedy Portland0:57
  11. A young Asian child with short dark hair, wearing a yellow t-shirt and blue jeans, plays the piano in a living room, then looks up and smiles at the camera.© Wieden+Kennedy Portland1:08
  12. A close-up shot shows two hands, one with darker skin and one with lighter skin, gently touching on a white sheet.© Wieden+Kennedy Portland1:27

Stills © Wieden+Kennedy Portland. Made by Biscuit Filmworks and Jackie Bao.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A powerful, emotional journey through generations of Asian American identity and resilience.

Tagline: “I am mine, you are yours, and we, we are ours.”

generational traumaarchival footagepersonal narrativecultural identityovercoming adversityemotional climax

The cut

Length
115 s
Shots
47
Average shot
2.4 s
Format
mixed

What creatives use Wieden+Kennedy Portland “The Myth” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Wieden+Kennedy Portland “The Myth”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young girl sits on a chair in front of a blue backdrop and an American flag, while another girl stands in the foreground in a school gym.© Wieden+Kennedy PortlandA young Asian girl with a serious expression sits in front of a blue wall and an American flag, then a hand reaches in front of her.© Wieden+Kennedy PortlandA young Asian girl with dark hair and a floral backpack looks up with a slight frown on her face, outdoors.© Wieden+Kennedy PortlandA young girl with long dark hair sits on the floor, watching a black and white cartoon on an old television in a cozy living room.© Wieden+Kennedy Portland
    Frames from Wieden+Kennedy Portland “The Myth”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Wieden+Kennedy Portland “The Myth” in order, with its length, framing and what happens in it.

    A young girl sits on a chair in front of a blue backdrop and an American flag, while another girl stands in the foreground in a school gym.© Wieden+Kennedy PortlandA young Asian girl with a serious expression sits in front of a blue wall and an American flag, then a hand reaches in front of her.© Wieden+Kennedy PortlandA young Asian girl with dark hair and a floral backpack looks up with a slight frown on her face, outdoors.© Wieden+Kennedy PortlandA young girl with long dark hair sits on the floor, watching a black and white cartoon on an old television in a cozy living room.© Wieden+Kennedy PortlandA young woman with dark hair in a ponytail leans over a man in a suit, who looks up at her with a concerned expression in an interior setting.© Wieden+Kennedy PortlandA young Asian woman in a light-colored shirt looks intently at a goldfish swimming in a tank, with a dark, blurry background.© Wieden+Kennedy Portland
    Length: 115 s · Shots: 47 · Average shot: 2.4 s · Format: mixed

  3. 03Ad ideas: every spot built on a archival footage

    Before you present an idea, you need to know who has done it, and how.

    Wieden+Kennedy Portland “The Myth” is built on a archival footage. Search the library by idea to see every spot that uses it.

    Kombi Volkswagen “Los últimos deseos de la kombi”© Kombi VolkswagenSuperga S.PA “The Challenge”© Superga S.PAMcKenzie River Corporation “Black Star Beer: Popularity / Stock Car / Characters”© McKenzie River CorporationNike “Greatness”© Nike
    Kombi Volkswagen · Superga S.PA · McKenzie River Corporation · Nike

More commercials by Jackie Bao

  • Tommy's "Projecting Life" (2025) commercial still© Tommy'sTommy's “Projecting Life” 2025Dir. Jackie Bao · SpecialCreative Circle Gold 2025
  • NPR "NPR - Curiosity" (2026) commercial still© NPRNPR “NPR - Curiosity” 2026Dir. Jackie Bao · No Fixed Address
  • Just Kids "Biscuit Filmworks UK - Just Kids" (2025) commercial still© Just KidsJust Kids “Biscuit Filmworks UK - Just Kids” 2025Dir. Jackie Bao

Award-winning public service & ngo commercials

  • WWF "In Hot Water" (2025) commercial still© WWFWWF “In Hot Water” 2025Dir. Yannis Konstantinidis · NOMINTClio Awards Grand Prix 2025
  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the Wieden+Kennedy Portland “The Myth” commercial?

Jackie Bao directed it, produced by Biscuit Filmworks.

What awards did Wieden+Kennedy Portland “The Myth” win?

1 awards, including Cannes Lions 2023 Film Silver.

What is the tagline of Wieden+Kennedy Portland “The Myth”?

“I am mine, you are yours, and we, we are ours.”

Sources for the credits and awards

The WorkThe Work