Kohl Norville of Z group films recently wrapped a three-spot Reddi Wip package for Element 79. The commercials introduce a fun new spokesperson named “Eddie,” a superhero for the Reddi Wip brand. The introduction of “Eddie” represents a new way to approach brand character in today’s expanding marketplace.
The spots, directed by Kohl Norville, take advantage of his unique sense of humor and style with a randomness and spontaneity that ironically hits the comedic mark straight on. “Breakfast” features an adorably funny girl eating with her mother in the morning. Suddenly, “Eddie” appears from thin air with the Reddi Wip she needs to make her meal delicious. “TV Tray” is an even more random occurrence. When “Eddie” appears in the living room of a father and son eating their dinner in front of the TV…only he appears riding a rocking-horse. A mother is feeding her kids in “Snacktime” when “Eddie” comes to save the day with plenty of ReddiWip. Each of the spots presents a different situation for “Eddie” to save the meal with his trusty ReddiWip.
Element 79 was really excited about developing this new type of brand character and took advantage of collaborating with director Kohl Norville whose input helped evolve the character. The main goal was to create a new, non-traditional breed of spokesperson. “Eddie” is meant to not only persuade the viewer, but as importantly, to entertain them. Kohl’s mastery of comedic elements allowed the spots to come off as unique and fun.
Kohl Norville began his career as an art director at Lowe New York, but he has always had an eye toward filmmaking. He began directing with a Heineken commercial he wrote for the 2000 Olympics. Shortly after, he was given the honor to be part of the Young & Rubicam Young Guns director showcase and has gone on to create award-winning work. As Executive Producer Ziggy best describes, “Kohl brings a great amount of energy to the table. His biggest strength is his ability to focus his energy on the project at hand, and therefore, make great work.” Kohl’s spots hold the attention of the viewer because of their unique blend of creativity and performance-based humor.
Executive Producer Dan “Ziggy” Zigulich started Z group films in 2000 as a boutique style production company whose main goal is to provide the advertising community with fresh new directorial talent. With offices in Venice, CA and Chicago, IL, Z group films prides itself on fostering creativity and flaunting a line of “home grown” directors. Z group has worked with such clients as Arnold Boston, DDB, BBDO, Saatch & Saatchi, Leo Burnett, Element 79, DraftFCB, and the list goes on and on.
