Director Jan Gleie will be well represented in this summer’s Olympics Games, not on the field of play, but rather during the commercial breaks. A new Pampers ad directed by Gleie, who is represented in the United States by Madheart, will air during NBC’s coverage of the Games. Additionally, branding spots for Kraft and Target that Gleie shot earlier this year are also slated to air prominently during Olympics broadcasts.nnGleie’s new Pampers spot builds on “Every Little Miracle,” a spot that he directed for the brand last year. Conceived by Saatchi & Saatchi, New York, the commercial presented images of mothers and newborns of every description to show that all births and all children are miraculous. The new ad, “Vertical Chair Climb,” also from Saatchi & Saatchi and produced via Germany’s TwinFilm, shows toddlers struggling to climb into chairs as if they were competing in a pint-sized Olympics event.nn
nnn nThe Kraft spot, “Make Something Amazing,” produced by Madheart for McGarryBowen, features five product lines and is part of Kraft’s largest cheese/dairy campaign in more than a decade. The 60-second commercial also marks a creative departure for the brand, as it features warm, highly personal lifestyle scenes of moms, dads and kids with the products woven into the magic of family life. The spot is visually-oriented with little copy and is designed to inspire families to make creative use of Kraft cheeses, pizza mix, spaghetti and other products. nnnnGleie’s Target spot, “Life Well Worn,” produced by Madheart for Minneapolis agency Peterson Milla Hooks, explores the joy of sport, as experienced by ordinary people. It features real-life vignettes of people passionately engaged in running, bike-riding, weight training, golf and other athletic activities. The visuals have an evocative, poetic sense in support of the tagline, “Life Well Worn.”nnnnEach of the spots underscores Gleie’s gift for associating products with basic human emotions, and doing so in an organic, unforced manner. "Branding doesn’t have to be hard sell,” says Gleie. “It can be handled delicately. It can be an invitation with no hidden agenda.”nnMadheart is based in Los Angeles. For further information, call 213.995.4555 or visit www.madheart.com. The company is represented on the West Coast by Lisa Gimenez Toliver (lisa@lisareps.com) and Keith Quinn (keithevil.quinn@gmail.com), Hot Betty in the Midwest (comcat@hot-betty.com), and, on the East Coast, Dana Dubay (dana@dubay.tv) and Kelly Flint (kelly@strikemedia.tv). nnCreditsnClient: PampersnTitle: Vertical Chair ClimbnAgency: Saatchi & Saatchi, New York. Tris Gates-Bonarius, creative director.nDirector: Jan GleiennClient: PampersnTitle: Every Little MiraclenAgency: Saatchi & Saatchi, New York. Tris Gates-Bonarius, Global Creative Director/Art Director; Cliff Francis, Worldwide P+G Creative Director/Writer; Michael von Schmidt-Pauli, Global TV Producer; Con Williamson, North American COO; Jorg Riommi and Adam Kerj, Creatives.nDirector: Jan GleiennClient: KraftnTitles: Make Something AmazingnAgency: McGarrybowen. Mike Straznickas and Dave Reger, group creative directors. nProduction: Madheart, Los Angeles. Jan Gleie, director; Lisa Phillips, executive producer; Joan Sullivan, business manager. nnClient: TargetnTitles: Life Well WornnAgency: Peterson Milla Hooks, Minneapolis. Dave Peterson, president; Nick Fecteau, art director; Courtney Vincent, writer; Heather Johnson, account director; Sean Healey, producer.nProduction: Madheart, Los Angeles. Jan Gleie, director; Lisa Phillips, executive producer; Joan Sullivan, business manager.Lisa Phillips Executive Producer Madheart 213 995 4555 Contact Lisa via email
Contact:Media: Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
Who Needs Los Angeles? We Do.
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly... Read More