This spot thrusts us into the middle of a “Chemical Party,” which is the two-word phrase supered across the screen as we encounter different party-goers, all of whom have symbols affixed to them from chemistry’s periodic table of the elements. A woman who’s wearing the Neon symbol dances rather meekly with a guy who is identified as hydrogen. We’re then informed via a super that Neon + Hydrogen = No Attraction.
Suddenly a big burly guy walks into the room. He is the element carbon. Hydrogen looks at carbon and it’s instant chemistry. They embrace much to the chagrin of Ms. neon. As carbon and hydrogen get increasingly friendly with each other–three more Hydrogens (two gals and a guy) join the embrace. A super notes that carbon can attract four hydrogens.
Next up is the happy union of sodium (a guy) and chloride (a young woman) who are dancing to the beat. However, a man who’s electricity enters the picture and zaps them both, causing them to repel from one another. The supered formula: Sodium Chloride + Electricity = Separation.
Our next lesson comes as potassium is minding his own business at the food table only to be accosted by water (H2O). The two get into a fight, with potassium gaining the upper hand, pushing water’s face into the jello and pushing him across the food table. The supered formula in this case is Water + Potassium = Explosive Reaction.
A subsequent super advises us to “Learn more about science,” followed by a logo for the European Union’s (EU) Marie Curie Actions program which provides funding and logistical help to students who study science. The EU created the program in response to the fact that a decreasing number of higher education students in Europe are going into the field of science. The spot is tagged by an EU/Marie Curie website address.
This 90-second spot was directed by Roderick Fenske of Hungry Man, London, for agency Media Consulta TV & Film Produktion GMBH, Berlin.
Matt Buels exec produced for Hungry Man with Tim Nunn serving as head of production/exec producer and Camilla Wilson as producer. Luke Scott was the DP.
Agency producer was Till Dreier with Buels and Fenske doing the creative via the ad shop.
Editor was Mark Hunt of Hungry Man. Colorist was Paul Harrison of The Mill, London.
Soundtrack was Der Fledermaus’ “Can’t Get It” performed by the band Von Sudenfed.
Influx of Talent At DAVID New York Includes The Creative Director Duo Of Erin Evon and Jason Burke
Global creative agency DAVID has made seven creative hires in its New York office. Coming aboard are the creative director duo of Erin Evon and Jason Burke; associate creative directors Kelsey Miller, Tori Mortenson and Maris DiTullio; sr. copywriter Adam Goffstein; and sr. art director Victoria Rocha.
All will report to Daniel Lobaton, North America, chief creative officer, and André Toledo, chief creative officer.
Creative directors Evon and Burke have teamed on campaigns for Goldfish, Snyder’s of Hanover, Tide, Shopify, Samsung and Uber Eats. They’ve been working together for seven years at such NY agencies as R/GA and Saatchi & Saatchi. While at the latter, Evon was one of the creative behind “It’s a Tide Ad,” the Procter & Gamble Super Bowl takeover that at the Cannes Fest scored a Film Grand Prix, Titanium Cannes Lion and Creative Effectiveness Gold Lion as well as a Grand Effie.
Associate creative directors Miller and Mortenson were most recently at Mekanism working for Jose Cuervo and Quaker Oats. DiTullio had been an associate creative director at Deutsch LA where she worked on Taco Bell. Prior to Deutsch LA, she worked at Crispin Porter+Bogusky on Domino’s, and RPA on Apartments.com.
Sr. copywriter Goffstein served previously at The Martin Agency and MullenLowe Boston, working for brands like Buffalo Wild Wings and Busch Light. Rocha contributed to award-winning campaigns like Michelob Ultra’s “Dreamcaster” and Spotify’s “Spreadbeats.”
The seven new team members join the existing NY contingent in their newly opened office space at the iconic Domino Sugar Factory in Williamsburg, Brooklyn.
“Talent is at the core of who DAVID is,” said Lobaton. “We are a first name agency so... Read More