By Millie Takaki
The National Hockey League (NHL) season has just gotten underway, but the biggest save, at least for Pittsburgh Penguins fans, happened several months ago. Rumors abounded that the financially troubled team would be sold and end up in another city—until the Penguins’ greatest player, the retired NHL Hall of Famer Mario Lemieux, led a group of investors to save the storied franchise.
Pittsburgh ad agency Brabender Cox applied this real-life drama to "A New Beginning," a :30 in which a man is shown lacing his skates and stepping onto the ice for an early morning workout. About eight seconds into the spot, it is revealed that that the skater is Lemieux, and he turns and launches a slap shot into the camera (missing the lens by a mere 14 inches on each take). Supers listing Lemieux’s accomplishments ("683 career goals"; "966 assists"; and "1 save") are alternated with action footage, including a goalie catching one of Lemieux’ high- velocity shots. The goalie removes his mask and turns out to be Lemieux as well; the "1 save" refers to the star’s successful effort to keep the Penguins in Philly. A parting graphic reads "Make It Count," to encourage fans to purchase season tickets.
Director/DP was Glenn Przyborski of Przyborski Productions, Pittsburgh. His production house support team included executive producer Jim DeVincentis and producer Judy Elbel.
The agency ensemble consisted of creative director Eric Trow, senior art director Tim Frank and writer/producer Stephen Henry.
The spot was edited by Ray Tragesser of North Coast Communications, Pittsburgh. Brent Clenney of The Filmworkers Club, Nashville, was the colorist. Audio engineer was Mike Goodis of North Coast Communications.
The footage was transferred with a bluish tone to create the feel of a cold, early morning on the ice. No music or voiceovers were added. The spot’s message was bolstered by the ambient sounds of Lemieux skating.
Jury Presidents Named For The One Show 2025
The One Club for Creativity has announced the global creatives from around the world who will serve as jury presidents for The One Show 2025.
These creatives will lead judging for each discipline, and have a vote on the work.
Confirmed One Show 2025 Jury presidents, by discipline, are as follows:
--Brand-Side/In-House: David Lee, CCO, Squarespace, New York
--Branded Entertainment: Malcolm Poynton, Global CCO, Cheil Worldwide, London
--Creative Use of Data, Creative Use of Technology: Nancy Crimi-Lamanna, CCO, FCB Canada, Toronto
--Cultural Driver: Bianca Guimaraes, partner, ECD, Mischief, New York
--Design: Liza Enebeis, creative director, partner, Studio Dumbar/DEPT®, Rotterdam
--Direct Marketing: Vicki Maguire, CCO, Havas London
--Film & Video: Javier Campopiano, global CCO, McCann Worldgroup & McCann Global, Madrid
--Gaming: Taj Reid, global chief experience officer, US CCO, Edelman, New York
--Integrated, Experiential & Immersive: Chris Beresford-Hill, worldwide CCO, BBDO New York
--Fusion Pencil: Walter T. Geer III, CCO, Innovation North America, VML, New York
--Green Pencil: Barbara Humphries, ECD, The Monkeys, Sydney
--Health & Wellness, Pharma: Wendy Lund, chief client officer, WPP, New York
--IP & Product Design: Ronald Ng, global CCO, MRM, New York
--Moving Image Craft & Production: Irene Kugelmann, chief creative officer, DDB Group of Companies Germany, Berlin
--Music & Sound Craft: Joel Simon, CCO, JSM Music, New York
--Out of Home, Print & Promotional: Kainaz Karmakar, CCO, Ogilvy India, Mumbai
--Public Relations: Patricia Ávila, regional director for Latin America, Ágora, São Paulo
--Radio... Read More