Singer-songwriter Sarah McLachlan, whose crooning of “Angel” has been deployed in heart-wrenching advertising for the American Society for Prevention of Cruelty to Animals (ASPCA), now finds herself in a tongue-in-cheek PSA spoof–for one-click checkout tech company Bolt–where she’s advocating for the 70 percent of online shopping carts left abandoned each day at the checkout page.
Via production company Gifted Youth, Daniel Longino directed this comedy commercial conceived by Ryan Reynolds’ ad agency Maximum Effort.
As part of the campaign, Bolt is not only helping abandoned carts but animals as well. Bolt has made a $50,000 donation to the ASPCA and has launched an online site where animal lovers can buy discounted “Rescue Cart“ merchandise. Every item is under $1 with discount code “ABANDONEDCARTS.” For each item purchased, Bolt will donate $10 to the ASPCA, up to an additional $50,000.
Maximum Effort is a division of MNTN. Bolt connected with Maximum Effort through MNTN’s new Creative-as-a-Subscription service which allows brands to buy media and creative together.
CreditsClient Bolt Agency Maximum Effort Production Gifted Youth Daniel Longino, director
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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